Page 20 - Demo

Facilitating Sustainable Production
At the platform, all visitors can create an avatar. This is a free service but registration to the platform is required. Verification is through email, Instagram or other social media hubs such that a direct marketing path is instantly created. After registration, visitors can upload a photo and their clothing sizes after which an avatar is automatically rendered. This avatar can be used for all virtual interaction on the platform but serves first and foremost to interact with the digital lookbooks.
With the unique Amsterdam Fashion Week software, all showcased collections can be tried on by the avatar. The platform allows zoom-in and rotation such that size and fit can be virtually judged by the potential consumer. The rendering is lifelike to the point that fabrics and materials are visualised in extreme high resolution to assist in ensuring customer satisfaction. Obviously, this functionality largely enhances the fashion week experience. For the first time, all showcased collections can be tried and fitted, albeit virtually. But enhancing the consumer experience is only the secondary goal of the functionality. It serves first and foremost to allow sustainable production.
Only when a piece is selected for purchase by a client it will be produced. By not producing any excess pieces, no resources are wasted. This system ultimately also removes the necessity for sale and all pieces can be sold at a fair and sustainable price.
Returns are now close to zero. Initially the platform used an algorithm to calculate retail price for individual customers, based on the return percentage but that functionality was quickly abandoned. It turned out to be unnecessary because customers are environmentally aware and the functionality of the platform is of such high quality that it almost completely excludes disappointments.
To further improve the service to the customers, Amsterdam Fashion Week has created a partnership with selected fashion stores. In these stores, samples of the collections are present such that the consumer can actually feel the texture and weight of the fabrics and materials and experience the colours in reality. Some show models, representative for the collection, are present in the shops as well but fitting is still intended to be largely virtual.
Designer Lab
Today, designers are spending more time on creating instead of producing. With the need to produce multiple unique collections per year largely reduced under pressure of the woke consumers, designers dare to inspire and showcase same outfits more than once. Amsterdam Fashion Week feels that creativity tends to be pushed forward and enhanced when challenged. Dialogue, discussion and even confrontation are central to innovation. That’s why the Amsterdam Fashion Week Designer Lab was introduced.
As many other portals, Amsterdam Fashion Week has the opportunity to promote content actively and manipulate searches such that premium content becomes more visible. The premium status is measured by sustainable performance. One of the ways to earn points, and thus increase exposure, for designers is to participate in a designer lab. In these labs, designers work together to co-create new pieces, based on existing individual collections and dead stock.