The concept of shopping directly from the runway is on everyone’s mind these days. It’s well known that traditional fashion weeks are moving increasingly toward selling in real time. One collective is already there. LAUNCH NYC is an event, going on now, that allows wholesale buying in it’s showroom combined with retail shopping in it’s adjacent pop-up store. We asked Melissa Gonzalez, founder of Lion’esque Group and a partner in LAUNCH NYC, a few questions about the event.
What is LAUNCH NYC?
LAUNCH NYC, is a 16 day pop-up store + 8 day fashion week debuting from January 28 – February 12th, featuring an innovative, state-of-the art runway combined with a luxurious retail and wholesale showroom space. Fashion labels from Manufacture New York and Made in USA brands will show their latest collection to press, buyers, customers, VIPs and a ticketed public audience. With a uniquely integrated destination, designers will present FW14 collection on the runway and in the Launch NYC showroom, while simultaneously selling current season items in the adjoining pop-up retail store space. The ready for sale collections will include apparel, accessories and jewelry.
In this prime Flatiron District retail pop-up location, current emerging designer collection of clothes, accessories and jewelry will be available for sale directly to the public after the runway show and throughout NYFW.
What are the goals?
With the mission of changing the game for domestic manufacturing and sales channels for emerging designers, the Lionesque Group has joined forces with Manufacture New York to bring the #LaunchNYC retail experience to New York City
Who is participating?
The Team: ManufactureNY, The Lionesque Group, AMP3 PR (for runway)
The Sponsors: Adorama, Canon, Shopify POS, Resource Water, Pretzel Crisps, The Storefront.
How can people get involved?
Come and shop! Tweet and share your pics with hashtags #LaunchNYC and #popup. Doors open Wednesday, Jan 29th and we will be open daily. More details on their website.
We love this idea, because it combines online & offline, wholesale & retail, and events & commerce in a really unique way. Expect to see more of these kinds of popup events as retailers try to reach customers where they are–even in the front row of a fashion show.
Liza Kindred is Third Wave Fashion’s founder. She is writing a book about the future of commerce. Third Wave Fashion has been your fashion tech think tank since 2011. We publish the first ever printed fashion tech magazine, Third Wave. Follow us on Twitter or subscribe to our newsletter to stay on top of the latest in fashion tech + wearables.