The desire of affluent consumers to follow and discuss the latest fashions means that mobile is an ideal way for fashion houses to engage with customers during Fashion Week. "It is about broadening the audience, and enabling more people to become fans or advocates for your offerings. It is an easy way to gain credibility with the social network of a viewer, especially if they can share and comment on what is being displayed," said Dan Israel, strategy lead of mobile and multichannel at SapientNitro, Atlanta.

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