Beyond Twitter: What’s next for designers in 2011

Well,maybe. Gardner,whose firm provides digital services for clients like Marc Jacobs,Burberry,Céline and Alexander Wang,said there were several new developments that fashion houses should be considering. The most important is social commerce—selling products through a social network site like Facebook.

There will be more decentralisation as consumers use mobile phones to explore a designer’s site,or shop. Also,Gardner said,companies should look for more ways to personalise the experience. One way is with customised products,something Nike has already done and that Burberry plans to do with a bespoke service for its iconic trench coat.

In 2011,designers will also give more instant access to customers,Gardner said. This past season,Burberry offered nearly everything on its spring 2011 runway show for immediate Web sales.

Many fashion houses still lag on the digital front,but if a designer is innovative or exciting on the runway,it seems very odd nowadays not to find the same degree of commitment on the brand’s site. In February,Moda Operandi,an e-commerce site created by Aslaug Magnusdottir and Lauren Santo Domingo,will begin selling runway looks from 40 to 50 designers in New York and Europe.

Moda Operandi’s plan may satisfy designers and shoppers. A few days after a collection is shown on the runway,members of Moda Operandi will be given a detailed look at the clothes and accessories. Then there will be a flash sale conducted over a period of 36 to 72 hours,with items offered at full retail price. Customers will put down a 50 per cent deposit and receive the merchandise four months later,with the balance due.

Among the designers who have signed up are Calvin Klein,and Nina Ricci. Magnusdottir,who previously worked at Gilt Groupe,said membership of the first season would be kept small—about 15,000 people,who will have invitation rights. She expects about 100,000 members by the end of 2011.

Kate Ciepluch,the fashion director of Shopbop,said she liked the idea,provided that customers don’t experience a burnout effect from instant shopping. After all,even fashion professionals view runway shows as a source of inspiration,and do their shopping once they know what they want. Still,Ciepluch said,for some obsessive high-end consumers,getting a great runway look may be all that matters. And for designers,this method could lead to another way to capture customer demand.CATHY HORYN