The Future of the Catwalk: How online technology may impact the future of fashion shows

This is an exploratory study into the fashion industry and how the introduction of live online streaming of fashion events will impact the industry. The project has three main aims that have been subcategorised to create a sound research investigation. These are to identify the opportunities that live online streaming technology will be created within the industry, to identify the advantages and disadvantages live online streaming will have on the industry and to determine whether greater interest in the fashion industry will be created from the use of live online streaming technologies. A qualitative research method of in depth interviews with those with a professional background in the fashion industry was used during the research stages as well as a critique of the literature already available on the subject. The main outcomes of the study provide conclusions that opportunities such as greater communication between business and consumer will be created enabling better decision making from businesses to satisfy the needs of their customers. It was also found that the use of live online streaming of events will give more independent organisations the opportunity to grow and develop in the competitive market. It also describes how greater interest in the fashion industry will be created due to the greater accessibility to information with the effects of live online streaming linking with other uses of the internet.ba_eveunpub1392_ethesesunpu