Badgley Mischka Runway App by SAP to Feature ‘Order’ Function

Last year, Badgley Mischka deployed the Runway Mobile App by SAP during its fashion show, which showcased product details and the model’s name, among other features. This season, the designer brand is using the technology again during its show on Wednesday. But this time, the app is equipped with an “order” and “preorder” function. Here, Peter Akbar, global vice president and chief customer officer of fashion at SAP, discusses the technology and the ways it is changing how fashion show attendees interact with fashion designers and collections in a live setting. WWD: How is the Runway by SAP app changing the fashion runway experience for retail buyers and influencers? Peter Akba: Runway by SAP is combining fashion and technology to revolutionize the industry, allowing fashion audiences, including retail buyers and influencers, to engage in real-time with collections as they debut down the runway. For the buying team, the real-time feedback captured by Runway by SAP provides invaluable insights on the collection that can help them make smart and informed buying decisions and understand what items outperformed – or underperformed – during the runway show. New functionality in this version of the app allows consumers to order and/or pre-order, allowing the designers to see both editorial

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