NEW YORK — Coterie organizer UBM Advanstar knows times are tough in retail.
That’s why interactive and educational experiences are being added to the three-day event, set for Feb. 27 to March 1 at the Jacob K. Javitz Convention Center here. The aim is to inspire buyers to bet on storytelling that fuses content, media, merchandising and technology to increase sales in their stores.
To that end, a new augmented reality initiative dubbed “The Coterie Experience” is slated to make its debut at the show. The 4,000-square-foot interactive installation, located near the main entrance, will feature a few environments, each with a different fashion mood — whether boho-chic or grunge — with a selection from the show’s top 100 brands.
Guests will be able use iPads to unlock “secrets” and other elements of discovery throughout the space. For example: hovering an iPad over a product might activate a video of a designer talking about the inspiration behind their collection.
More than 80 brands will be featured, including Jill Stuart, Intropia, Zadig & Voltaire, Frame, Mes Demoiselles, 3×1, The Kooples, Intuition Paris, No Ka ‘Oi, Naadam and Current Elliott.
“Merchandising product and content together is the future of global retail,” said Danielle Licata, Coterie’s vice president and general manager.
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