With the current situation, all events in the world have to adapt, Madrid Fashion Week is one of the first to do so.
It is a different edition to the previous ones; masks, safety distance and virtual walkways. These will be the new guests at the party.
There is still another special guest; Amazon! The e-commerce giant, now also allied with MBFWM 72nd edition.
The initiative leads to a new way of doing in the world of fashion.
It is not the first time that Amazon is a participant in a fashion week. He also participates in the Indian fashion week from 2015 and again in the Tokyo fashion week.
But this is the first time that it does so with the COVID situation, thus helping to virtually fill in the gaps for people who will not be able to attend due to limited capacity.
Besides, we are in a win-win strategy since amazon benefits from attracting new clients to its platform, and the firms will benefit from many more viewers thanks to the vast network of clients that Amazon has. (We will analyse this at the end of the post)
How will they do it?
This alliance aims to promote ''Spain brand’’ so Amazon will put the catwalk garments on sale.
These garments will be available in 5 of the websites that amazon has in Europe; Spain, United Kingdom, France, Germany and Italy.
The shows will be broadcast live, in the new shop that amazon has created https://www.amazon.es/b/?node=22120690031 and in his Instagram account @amazonfashioneu.
This will make the fashion week have many more participants, as normally this event is closed and only the privileged who get a pass can access its full content.
Study of the relevance of Madrid Fashion week 2019- Launchmetrics
Fashion United wrote last year about the impact of Fashion Week Madrid, thanks to the statistical data provided by Launchmetrics, a data platform and analyst specialized in the fashion industry.
They concluded, as you can see in the image, that the fashion week Madrid is by far the most recurrent.
This last graph does not mean that the visualizations come from the Spanish population, as you can see in the following graph.
Amazon had already participated in the Fashion Week in Tokyo, also in India (not shown in the graphic), and now it also takes over Madrid, the biggest one.
Amazon users
So, why should we think that both parties are winners? (WIN- WIN)
Thanks to the graphics and information provided, we can see that both companies have power and a client portfolio.
Fashion Week Madrid brings to Amazon users from different parts of the world interested in the world of fashion, one of the most profitable departments for Amazon.
At the same time, Amazon brings new clients through its five platforms around the EU, where it will make streaming available to users.
On the other hand, the participating firms will be able to sell their garments through the platform, and this will make the sales process much easier for them.
Furthermore, we cannot forget that however, these two companies are working together, what they really do is a B2C (Business to Consumer) and therefore very different to a B2B (Business to Business), to which they must constantly adapt.
For example, while in B2B the key factor is the rational one, in B2C it is the emotional one.
One of the problems that can arise here is the main one of any e-commerce, no news for amazon; The customer can not feel as it really is the garment, because the Internet does not allow even feel the touch or feel the touch.
What do they say?
Nuria de Miguel, director of MBFWMadrid;
"The Amazon Fashion x Mercedes-Benz Fashion Week Madrid shop is a great opportunity for both established designers and younger ones to gain visibility and impact in the national and international market"
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