Online viewers at New York Fashion Week surge 41% to 1.6m
Online video audiences of the Mercedes-Benz New York Fashion Week (MBFW) in September grew by a record 41 per cent with 1.6 million people watching the live stream, according to online video distribution company Righster.
Luxury brands including Michael Kors, Rebecca Minkoff, Betsey Johnson, Richard Chai and Desigual were able to reach a total internet audience of 7.5 million fashion fans from 187 countries via the official MBFW event channels, social media and more than 200 publishers from around the globe, as part of Righster’s partnership with IMG.
In total, more than 6.65 years’ worth of runway show videos were viewed with an average view time of 10.4 minutes.
The US, UK, Canada, Spain and Germany were top for live streaming.
Socially, IMG and Rightster joined Twitter to create 64 ‘last walk’ videos which were tweeted minutes after the shows to capitalise on the live conversations and buzz.
Tabitha Goldstaub, co-founder and senior fashion director at Rightster, commented: “We work very hard to eliminate the complexities of a live event and enable all partners to benefit from the increasing demand for live and on demand video without having to piece all the elements together themselves.”
This year Rightster launched a new feature allowing editorial control over when advertising is triggered in a live stream on desktop and mobile, ensuring brand advertisers were able to target and engage fashion fans.