IBM and the City of Melbourne launch a personalised, interactive online experience for fashionistas at Melbourne Spring Fashion Week Opening Night

MSFW appoint IBM as Official Innovation and Technology Partner

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Melbourne, Victoria, Australia - 18 Aug 2014: IBM (NYSE: IBM) and the City of Melbourne today launched a new interactive online experience for this year’s Melbourne Spring Fashion Week (MSFW) to enhance the iconic event and help shoppers hunt down the best retail bargains. The launch of the experience signifies the beginning of a three-year partnership between the City of Melbourne and IBM as the Official Innovation and Technology Partner for MSFW.

IBM is working closely with the City of Melbourne throughout this year's MSFW (29th August - 7th September 2014), to leverage the benefits of mobile devices, social media and data analytics technology for event goers.

As a response to tech-savvy shoppers, IBM has created a mobile website for the event and as a hub at the MSFW’s opening night event - ‘Shop-Hop.’ New to MSFW, this one-night only shopping event will give consumers access to the latest collections, pop-up runway, roving entertainment and local DJ’s and musicians. The interactive website, hosted on IBM Cloud, will enable consumers to plan their evening (using any device) by viewing the event schedule, plotting their shopping experience on a virtual map. The site will also allow them to receive event updates, retailer special offers and personalise their entire experience over the course of the event.

Chair of Marketing Melbourne, Councillor Beverley Pinder-Mortimer said “We are excited to be partnering with IBM for one of Melbourne’s most iconic events - Melbourne Spring Fashion Week. This year, we will get to see first-hand how technology can create unique experiences for Melburnians, as well as businesses across the city.”

IBM will use social media analytics technology to analyse online conversation in real-time across Twitter and Instagram throughout the whole event. The analysis will provide valuable insights for City of Melbourne to understand sentiment around popular shows and events across Fashion Week, to help plan future events. The real-time analysis will be available on for shoppers to see what's trending.

Brock Douglas, Strategy and Analytics Lead for IBM Australia said, “In a trend-based industry like fashion, understanding consumer desires is crucial to market success. Using insights from Big Data Analytics, we have helped transform the way businesses engage with their customers to lift the consumer experience. Through this work with MSFW, IBM is committed to helping retailers stay ahead of the trends and the City of Melbourne get closer to the wants of their stakeholders.”

The Melbourne Spring Fashion Week site is now live. Follow the conversation on ‘Shop-Hop’ Opening Night and across the event: #MSFW, #IBMMSFW #MSFWshophop.

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