NYFW Recap: Connecting with the Consumer in the Business of Fashion and Tech
For two weeks each year in New York City, the streets become a living runway for city dwellers to dress to impress and express their inner fashion diva as they attend New York Fashion Week (NYFW) presentations and events.
This week was no different and many fashionistas also took time out to attend WWD Style Dimension, a two-day series of curated programming and industry-influencer panels created in partnership with Samsung 837.
Arthur Zaczkiewicz, Executive Editor of Strategic Content Development at WWD moderated the discussion, “The Evolution of Retail: Creating the Ideal Consumer Connection and Experience,” with panelists Zach Overton, Vice President of Customer Experiences at Samsung and General Manager of Samsung 837 and Uri Minkoff, CEO of Rebecca Minkoff.
Both Overton and Minkoff emphasized the necessity that brands find ways to form meaningful connections with consumers in today’s ever-evolving retail environment.
“Your connections have to go beyond product. It is about the narrative and storytelling you create,” said Overton, as he described how Samsung 837 aims to curate an experience that is akin to a two-way conversation with consumers, by focusing on interacting with them rather than speaking at them about tech and specifications.
“We program the space Samsung 837 based on the pillars that people are passionate about so they can see how our products relate to their everyday lives, and enhance their experiences with the things that they love.”
Minkoff echoed Overton’s sentiments when asked how his company approaches creating new retail experiences and generating content that will resonate with consumers. The key, said Minkoff, is understanding a customer’s interests, needs and lifestyle.
“This information allows brands to create content and experiences that caters to their audience on a personal level, creating a deeper connection with the brand. We are incorporating this at all of the Rebecca Minkoff stores to ensure each experience is unforgettable for everyone that walks in our doors,” explained Minkoff.
Overton went on to explain that successful tech retail experience parallels the fashion industry in that “try before you buy” is a huge component and driver of purchase intent. “While consumers can look at the specifications online, they often experience an ‘ah-ha’ moment when interacting with products in our space, witnessing firsthand how our devices reduce friction points in their lives and enhance everyday experiences.”
Both agreed that all brands, including luxury brands, need to serve as a lifestyle brand in order to connect with their audiences and noted one effective way to achieve that is through partnerships.
“It’s important that brands collaborate with one another and aren’t scared to share that voice,” said Overton, adding, “Samsung 837 acts a physical space where we can bring our collaborations and partnerships to life and connect with our audiences in new and innovative ways.”
For more information on happenings open to the public at Samsung 837 check out the events page.