DALLAS, Aug 23, 2010 / FW/ — Anybody who had attended New York fashion week at the Tents in Bryant Park can tell you that you fall in line TWICE – first to check in to get your seat and then wait for the venue to open its doors.
For those of us who attend the European seasons, the long wait does not exist. When we receive our invitations, our seat number is already in the invitation. So, if you are sitting, then you go to the “sitting” line where there is no waiting and if you are standing, then you go in the “standing” line where you have to wait.
I have always wondered why we cannot be as “civilized” in New York as we are in Milan or Paris. It will be so easy to just put our seat numbers when the invitations are sent. But, to quote a fictional character in “The Sword of Truth Series”, “nothing is ever easy.”
Hold your thoughts on that because with fashion week’s move to the Lincoln Center, a new credentialing system will dramatically change and enrich the guest experience at Mercedes-Benz Fashion Week by incorporating next century technology for event management.
Previously, event guests and media received hard copy invitations, RSVPed via phone or email, and, the day of show, stood in line waiting for staff to check them in. The event planning process was tedious and inefficient due to the limitations inherent in utilizing outdated methods.
With the installation of a new credentialing system, information of approved press and industry event registrants can be passed on in real time to designers and PRs.
It also grants the ability to electronically send invitations to personal guest lists synced with the event’s registration and credentialing system and enables them to receive and manage RSVPs in real time, access an interactive guest seating program using click of the button tools, automate the distribution of seating assignments and expedite check-in onsite through computerized hardware.
With Fashion GPS (name of the new system) in place, there will be no more waiting in unnecessary and long lines, guests invited by shows using the new system can print their seating assignments at home and walk straight into the show venue to their seats.
Additionally, the new systems will provide expedited check-in for all Mercedes-Benz Fashion Week press and industry registrants with personalized credentials that allow them to pick up their seating assignments at self-service kiosks on the day of show.
These onsite hardware enhancements will allow seating assignments to be scanned and design houses to view up to the minute guest arrival information via the Fashion GPS for Mercedes Benz Fashion Week check-in desks, allowing them to easily view and quickly fill in any open seats. Each new process significantly reducing the wait times for event check-in.
With many designer houses eager to take advantage of the new technology, IMG Fashion has received commitments from over 80% of the event’s shows as each look to provide more value and ease to the their event guests.
Design houses participating for the Spring 2011 season include: Academy of Art University, ADAM, Adrienne Vittadini, Alexander Berardi, Andy & Debb, Argentina Group Show, Badgley Mischka, BCBGMAXAZRIA, Betsey Johnson, Bibhu Mohapatra, Bill Blass, Binetti, Buckler, Carlos Miele, Charlotte Ronson, Christian Siriano, Concept Korea, Custo Barcelona, Cynthia Rowley, Davidelfin, Dennis Basso, Duckie Brown, EDITION Georges Chakra, Elie Tahari, Farah Angsana, General Idea, Gottex, Herchcovitch, Alexandre, Hervé Léger by Max Azria, Isaac Mizrahi, IVANAHelsinki, J. Mendel, Jenny Packham, L.A.M.B., Lela Rose, Luca Luca, Mackage, Max Azria, Michael Angel, Milly by Michelle Smith, Monique Lhuillier, Monique Péan, Naeem Khan, Nanette Lepore, Nicholas K, Odd Molly, Perry Ellis, Ports 1961, Rebecca Moses, Rebecca Taylor, Richie Rich, Rosa Cha, Ruffian, Sophie Theallet, Tadashi Shoji, Tibi, Timo Weiland, TONYCOHEN, Tory Burch, Tracy Reese, Trias, Vassilios Kostetsos, Verrier, Vivienne Tam, William Tempest, Yoana Baraschi and Zang Toi.
[MARI DAVIS]
