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February 25, 2011 11:09 AM

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Livestreams: The Proof Is in the Numbers

The fashion industry has embraced social media in all its instantaneous glory. Excessive tweets, idle (and sometimes not-so-idle) gossip aside, fluency across interactive social platforms has remained the biggest Fashion Week must-have so far, proving to be an indispensable...

The fashion industry has embraced social media in all its instantaneous glory. Excessive tweets, idle (and sometimes not-so-idle) gossip aside, fluency across interactive social platforms has remained the biggest Fashion Week must-have so far, proving to be an indispensable tool in brand exposure. So for the few skeptics that remain, keep reading. MM Homepage.jpgShowing solid proof that Fashion Week is just as much an interactive event, Milk Studios' aggregate fashion week Web site, live.milkmade.com, told WWD it received more than 130,000 unique visitors and nearly 275, 000 page views over the 10 day duration of NYFW. First Comes Fashion, which livestreamed shows like Proenza Schouler and Donna Karan, clocked in 113,851 page views during New York Fashion Week.

If those numbers don't mean anything to you, think of it in these terms. Alexander Wang and Altuzarra's fall 2011 runway livestreams received nearly a quarter of a million views in the six days following their shows, collectively. So, if one looks at these statistics in terms of brand exposure, that's about 274,000 additional audience members than the shows actually got in real-time at the live events.

Historically, only a few hundred editors, buyers, stylists and the designer's closest friends are granted access to actual runway shows. With the advent of livestreaming, designers are casting a wider net -- providing fans and non industry types with the means to view this once-exclusive content, and as a result, brand awareness increases exponentially. Designer's streaming fashion shows is a great way to give an insider's view to those located beyond the confines of Lincoln Center -- and New York City for that matter.

Mac + Milk attributes the high numbers to successful social media cross promotions with partners such as StyleList, Livestream, Tumblr and The Standard Hotel. "It's about the potential power of different people coming together," a spokesperson for Mac + Milk told WWD. Naturally, collaborating with forces that possess solid internet connections and vast social media exposure is a recipe for success.

Thankfully, we're smack in the middle of Milan Fashion Week with plenty of livestreams to go. Next up: Versace at 1 p.m. EST at versacelivestream.com

-- Roberta Correia and Rachel Strugatz

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