Games/Interactive

SAP and Badgley Mischka today announced that they will unveil the Badgley Mischka Runway mobile app by SAP, available exclusively on the iPhone and iPad, that will allow audience members at the designers’ February 13 New York Fashion Week fashion show to interact, in real time, with the collection as it debuts down the runway. Backed by SAP® technology, the Badgley Mischka Runway app will also provide a unique post-show experience for both on-site and virtual attendees.

The Badgley Mischka Runway app will feature exclusive details of each look in the Badgley Mischka Fall 2018 collection and each model’s name. Using the app’s “like” and “love” functions, show attendees will have the opportunity to provide feedback for invaluable real-time data and analytics that Badgley Mischka will use for future design and production decisions. The app is available for download in the App Store.

The app was built using SAP Cloud Platform SDK for iOS, which was developed by Apple and SAP. The app also uses the SAP Fiori® user experience and SAP Leonardo Internet of Things capabilities.

“Fashion is a fast-paced industry — not just during Fashion Week, but year-round,” said Mark Badgley, Badgley Mischka. “Through our work with SAP at New York Fashion Week, we are excited to be receiving real-time insights about our collection from industry insiders and consumers, which will ultimately help us bring these looks to market.”

Following the Badgley Mischka show on February 13, SAP will host a Fashion Insider Panel, “Demystifying Digital: The Future of Fashion Is Now,” featuring Jennifer Morgan, Executive Board Member, Global Customer Operations, SAP, and Mark Badgley and James Mischka, Badgley Mischka designers, as well as supermodel and entrepreneur Coco Rocha. They will discuss how to best leverage the intersection of fashion and technology to more effectively reach the millennial consumer.

“How brands connect and engage directly with consumers creates the greatest opportunity for business in the 21st century,” said Morgan. “SAP is at the center of helping companies meet this challenge, and we’re thrilled to partner with an iconic brand like Badgley Mischka to showcase how our innovations are shaping the future of retail and connecting businesses, consumers and designers alike.”

With these initiatives, SAP continues to bring in-demand innovation to the fashion and retail space, building upon its existing work with 20 of the top 20 global apparel and footwear retailers. SAP helps fashion decision-makers gain real-time visibility into inventories, optimize demand-supply matching and drive consistent customer interaction across channels and geographies on one common platform.