Visa, Fashion Week Team Up to Add Mobile Payments Edge to the Festivities
For clotheshorses, fashionistas, and tastemakers out there, New York Fashion Week is one of the biggest events of the year. Showing off some of the biggest advancements in clothing, this week draws attention from all over the world. Some, indeed, can scarcely wait to land a new piece for their wardrobe, and a new partnership between Fashion Week and Visa will make that process simpler by incorporating mobile payments options.
Visa’s announcement will mean new payment options on hand for potential shoppers at the event, including various devices as well as contactless cards. In fact, Visa’s on-site activation includes a first-ever event contained within the annual New York Fashion Week show, what’s called the “contactless-enabled retail experience.”
The contactless-enabled retail experience will only be available to those attending Fashion Week, as it effectively represents a series of vending machines for some of the biggest names in fashion. Names available include Neely & Chloe, Rebecca Minkoff, and Venessa Arizaga. Those who make purchases herein will get access to a “buy one, get two” sale, and those items selling at the retail experience will have their entire purchase price donated to Women’s World Banking, an event offering access to ready funding for women entrepreneurs.
The notion of mobile payments connecting with fashion isn’t exactly new. Rebecca Minkoff, for example, was spotted working with Alipay at last year’s Fashion Week event, and Burberry was putting chatbots to work at the London Fashion Week event back in 2016. An event like Fashion Week is designed to spark the “see it, want it” urge in people, so incorporating a rapid mechanism to “buy it” on top of that makes sense. We’ve already seen it work for decades in the candy racks of grocery stores, outposted right at the checkout lane, so why wouldn’t it work for Fashion Week?
Turning fashion into an impulse buy might not always work, but if it sells even one more shirt, skirt, or what have you, the end result will prove positive enough for its operators. The clothes already speak for themselves, so putting mobile payments technology to work to make them more readily available for purchase is just icing on the cake.