"In any of the programs we do, we're measuring impact. This is a time of great experiment for designers, and we're exploring, as well. For us, that means we're expanding our scope." CFDA president Steven Kolb.
The shop model for NYFW: Tmall China Day mirrors that of Alibaba's Singles' Day see-now-buy-now event: Show attendees and viewers (the China Day shows will be streamed online on Tmall's and CFDA's websites) will be equipped with buy buttons in the Tmall app. As most items appear on the runway, they'll simultaneously appear on users' phones in the Tmall app. With a tap of the button, items can be added to cart and placed on pre-order. Orders will then be fulfilled by Tmall.
Putting the model in front of Tmall's 500 million active users, brings the need for immediacy to the forefront.