Instagram, e-commerce apps and hackathons: Why the fashion industry is embracing technology more than ever

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Without a doubt, it’s time to take a closer look at what designers, fashion brands and industry fans have been getting up to online. From live-streaming fashion shows, envy-inducing social media chronicles, mobile shopping apps and e-retailer pre-sales, the fashion world is becoming more and more tech-oriented. And while customers love these new innovations, brands are also loving the benefits that come with increased technological and online engagement.

Rebecca Minkoff is one company that has had business thrive thanks to its digital presence, which includes an e-commerce site, blog and social media presence across Twitter, Instagram and, most recently, Vine. However, the biggest payoff came with the launch of the Rebecca Minkoff Spring 2013 jewellery collection via a YouTube video featuring Man Repeller blogger Leandra Medine. Uri Minkoff, CEO of Rebecca Minkoff, told WWD, “January [2013] became the biggest non-holiday e-commerce month sales wise in the company’s history. January jewelry sales specifically have increased by 250 percent over sales from November and December combined.”

Indeed, partnerships do make a difference, especially for fashion brands. Earlier this month two fashion-themed hackathons took place during New York Fashion Week. (Don’t worry, we also needed to Google the definition of hackathon: they’re collaborative events where developers gather to create a new app or software platform in a limited amount of time.)