PatBo, a fashion brand renowned for its glamorous and handcrafted designs, made a remarkable digital debut at New York Fashion Week in February 2024. Founded by Patricia Bonaldi, the brand has built a reputation for its meticulously crafted pieces inspired by Brazilian culture. With an international clientele, PatBo saw the opportunity to leverage technology to offer an immersive and exclusive experience to its customers during this major fashion event.
Understanding her clients' expectations and the need to stand out in an ultra-competitive market, Patricia Bonaldi sought an innovative solution to bridge the gap between her prestigious fashion shows and her loyal customers. LiveMeUp emerged as the ideal solution, allowing not only the live streaming of her show on her Shopify store but also the integration of live shopping features directly during the event. This approach captivated the brand, which aimed to offer much more than just a show to its fans.
At New York Fashion Week, PatBo pushed the boundaries of the customer experience by using LiveMeUp technology to create an interactive and highly engaging event.
A Cutting-Edge Live Shopping Experience: During the show, each model walking the runway wore pieces from the new collection, and a call-to-action appeared on the screen, enabling viewers to add products to their cart in real-time. This feature allowed customers to purchase exclusive items in advance, directly from their screens.
Total Immersion: PatBo successfully adapted this technology to deliver an immersive and exclusive live shopping experience, where customers felt connected to the event while having immediate access to the collection.
The use of LiveMeUp enabled Patricia Bonaldi and her brand PatBo to transform a traditional fashion event into a direct commercial opportunity, creating a unique link between the runway and e-commerce. A direct impact on the brand's growth and history:
From Runway to Live Sales: Real-time interaction generated significant sales volume, as customers were able to purchase exclusive pieces even before they became available in stores.
Enhanced Customer Experience: By giving her community the chance to virtually attend a Fashion Week show, the brand strengthened its bond with customers while meeting their desire for novelty and exclusivity.
A Winning Long-Term Strategy: PatBo also extended the experience with the Replay feature of the Live. Videos of the show are now used on social media, ensuring continuous communication and enriching product pages with engaging content, thereby strengthening its digital presence.
PatBo's experience illustrates how a brand can integrate video and live shopping to modernize its commercial approach and amplify customer engagement.
Daring to Innovate: PatBo broke the traditional codes of fashion shows, demonstrating that haute couture can be combined with an interactive shopping experience. Other brands can draw inspiration from this bold move to differentiate themselves.
Digital as an Extension of the Event Experience: The use of replay and product videos highlights the importance of capitalizing on video content to extend the experience of physical events.
PatBo has shown that with LiveMeUp, a brand can not only offer unique fashion moments to its customers but also maximize commercial opportunities in an interactive and engaging setting. PatBo’s innovative approach, coupled with LiveMeUp’s technology, paves the way for future live shopping experiences at fashion weeks worldwide. Patricia Bonaldi continues to explore the possibilities offered by video, transforming every runway show into a connected and commercially viable experience.
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