SYDNEY (March 12, 2014) – This season, IMG Fashion will bring the technology used at the largest fashion shows worldwide to Mercedes-Benz Fashion Week Australia for the Spring/Summer 2014/2015 Season. From press registration to e-guest management and show check-in to post event social sharing, IMG Fashion will give this season an upgrade with the announcement of it’s partnership with global technology leader, Fashion GPS, to support the event’s digital strategy.

Jarrad Clark, VP, Global Creative Director, IMG Fashion, described Fashion GPS, as “a crucial extension to fashion show marketing that provides a digital suite of products to track and manage the interest around a collection in real time. IMG Fashion and Fashion GPS aim to engage the designers with the retailers and media when it represents the most value for them. The global roll-out of Fashion GPS to IMG Fashion events equates to a seamless fashion week experience for buyers and editors around the world.”

This year's designers will use Fashion GPS for all of their guest management functions from managing guest lists and RSVPs to digital seating. GPS’ leading events platform has become the industry standard for fashion show organization. The technology makes it easy to categorize buyers, celebrities and press within the system and allows a fashion house to pre-approve how many guests someone can bring to the show. Once a guest list is created, designers can use GPS Events to send out digital e-vites with an RSVP link where responses are automatically updated. Participating brands will also be able to create digital seating charts that are customizable to their venue and easily “seat” someone by dragging the guest name from the list and placing it into the desired seat. Once guests are “sat”, the fashion houses will be able to email seating assignments directly to attendees from their GPS Events system with the click of a button, allowing guests the option to check-in via a mobile device at the event or print their seating confirmation at home for quick show entry. Beyond upgrades for participating brands, the IMG Fashion and Fashion GPS partnership will also seek to enhance the experience for press and guests attending the shows this season with the introduction of their Global Registration and Credentials System. Press & Industry members traveling the global fashion week circuit will have access to a unified registration system for all of their international events as well as access to seamlessly sync with their GPS Radar account to manage their fashion show invitations, RSVP to all their MBFWA events in one place and manage seating assignments virtually. Then, after each show, users will have access to all of the runway images to favorite, Tweet, Facebook, Instagram and even request samples from some brands for their upcoming editorial shoots directly from their GPS Radar accounts.

“These new systems will immensely change and enrich the guest experience at Mercedes-Benz Fashion Week Australia,” said Eddie Mullon, Found & CEO at Fashion GPS. “As the leader in digital solutions for the industry, we are pleased to be able to provide systems that modernize the way the business works, while connecting the designers and brands in Sydney with our GPS Radar Community of over 20,000 journalists, buyers and more from around the world.”

As digital continues to transform the Fashion Week experience, the industry adopts new technologies to build brands while leveraging the rich insight and data provided by leaders such as Fashion GPS. IMG Fashion will roll out the system across all of their global portfolio of fashion week events, with the partnership aimed at adding value to the guest experience at each event, and cross-selling regional events to the global industry. IMG Fashion owns and operates Mercedes-Benz Fashion Week Australia amongst its stable of events, and is proudly supported in Australia by Mercedes-Benz, the NSW Government through it’s tourism and major events agency Destination NSW, Maybelline New York, St.George, DHL, Swarovski, City of Sydney, Redken, oOh!, Pullman Hotels, Rekorderlig Cider, Lavazza, Peroni Italy, Baileys, San Pellegrino, Tempus Two and Carriageworks.

About GPS Radar

GPS Radar boasts an exclusive fashion industry community including EICs, Fashion Directors, Editorial Directors, assistants, writers, bloggers, photographers, stylists, buyers from various international editions of Vogue, ELLE, Harper’s Bazaar as well as Refinery 29, Wall Street Journal, Grazia, Lucky, Neiman Marcus, Bergdorf Goodman, Holt Renfrew, NET-A-PORTER.COM, Intermix, Barney’s, Le Figaro, Le Monde, Le Bon Marché, La Rinascente, Flair Italia and many more. Through GPS Radar, brands can create a virtual pressroom to host, manage and showcase all of their digital assets. They can create custom look books and share them with individual contacts or the international GPS Radar community of nearly 20,000 press members, buyers and influencers. This allows members of the media to request a sample or download a hi-res image directly from GPS Radar web or iOS app. The most influential front row editors are already members of the Fashion GPS Radar community, which continues to grow each season. To sign up for GPS Radar, please visit or download the iOS app here.

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For MBFWA press enquiries: Emily Weight – Marketing & Communications - P:+61 2 9260 2305

For Fashion GPS enquiries: Alison Levy,

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