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Mercedes-Benz Fashion Week designers enhance show through interactive app

Fashion designers that are participating in this year?s Mercedes-Benz Fashion Week are offering new augmented reality features to attendees within the Reel Code Media mobile application.

The app uses augmented reality to let users scan patterned square patches to access behind-the-scenes footage, fashion event locations and a chance to win a dress by designer Malan Breton. The app is available for free in Apple?s App Store and Google Play, and Fashion Week runs until tomorrow.

?Our strategy is to connect the consumer with quality digital content that is attached to physical products such as program guides, brochures and even billboards,? said Isaac Daniel, CEO/inventor at Reel Code Media, New York. ?Consider us a bridge between physical products and digital content.

?Augmented reality allows us to integrate digital content onto physical products,? he said.? ?The consumer is connected like never before with mobile phones and augmented reality allows us to bridge the physical and digital using the consumer's mobile devices.?

Patch technology
The Reel Code Media app scans patches on clothing tags, brochures, programs, billboard ads and equipment. In the Fashion Week guides, a patch can be found next to every designer that guides users to extra material.

Designers are using the app to offer bonus material such as videos, games, competitions and runway playlists. The app also lets consumers actually make a purchase as well.

Additionally, the app provides real-time and accurate news and broadcasts as well as the ability to locate events during Fashion Week. The app provides an interactive map that guides the user through the week.

Reel Code Media is also offering users the chance of winning a couture dress by Malan Breton or invitations to attend Mercedes-Benz Fashion Week. To participate, users must enter their name, email, telephone and zipcode.

The app officially launched at the Mercedes-Benz Fashion Week Swim in July and it continues to integrate more designers and brands.

During this month's Fashion Week, the NBA?s Jason Kidd, Tyson Chandler and Paul Pierce will be promoting the Reel Code app and demonstrating the technology at the Reel Code Lounge at Lincoln Center, where Fashion Week is being held.

Mobile fashion
While the fashion industry has been a little slow at embracing mobile, a number of designers and brands have been experimenting a bit with the medium.

For example, J.Crew, Oscar de la Renta and Gap relied on mobile and social to showcase new collections this year (see story).

Bridal gown retailer Alfred Angelo has also leveraged mobile to enable in-store customers to record a video of themselves trying on different outfits and post it to social networks (see story).

?In today?s world, fashion is a fast-paced industry, and mobile allows consumers to stay in the know and ahead of the times,? Mr. Daniel said.

?Fashion brands can now offer information about their products in real-time,? he said.

Final Take
Rebecca Borison is editorial assistant on Mobile Marketer, New York