IMG Fashion and Rightster take Mercedes-Benz Fashion Week Australia beyond the Runway

London, UK, 10th April 2013: IMG Fashion has partnered with global online video distribution and marketing specialist Rightster for the 4th time this year. The Mercedes-Benz Fashion Week Austraila (#MBFWA) runway shows are streaming LIVE from the popular Carriageworks Theatre in Sydney, Australia from Monday 8th April until Friday 12th April 2013.

For the first time, video of the runway shows will be available live across designer websites Ginger & Smart, Romance Was Born, Camilla & Marc, We Are Handsome, Shakuhachi, and on JASU.com, which will offer the availability for pre-order, turning the marketing exercise into an exclusive sales opportunity. Video on demand (VOD) will also be available to digital media and online publishers at video.mbfashionweek.com and other media partners throughout the week.

The partnership with IMG Fashion enables designers to market brand new 2013/14 collections to the fashion industry and their fans worldwide at the same time. Many of the collections aren’t available in retail stores for months after the runway shows, offering consumers a sneak peek at the coming trends for the new season. VOD is available at any time, so the fashion lives on long after the live-streamed event.

“IMG Fashion consistently works to provide innovative solutions for designers to connect with buyers, press and consumers around the globe. Our partnerships make this possible, enabling LIVE, real time engagement with the runway action for fans around the world,” said Jarrad Clark, Director of Global Production, IMG Fashion Events and Properties.

The continued collaboration between IMG Fashion and Rightster enables the fashion industry to offer innovation in the digital space, increasing audience engagement and traffic worldwide. The results from MBFW Fall 2013 in New York brought the largest internet audience for IMG Fashion to date.

Media has the ability to enhance their own coverage of the MBFW shows and engage their audience with rich video content by embedding the live stream or VOD. Designers participating in these events will benefit from additional distribution avenues enabled by the IMG Fashion and Rightster partnership, and media outlets without their own crew will be able to deliver video on demand coverage so that the designers’ reach will extend to a global audience.

“Our partnership with IMG Fashion increases access to the fashion world’s most exciting live and on-demand video content. Rightster makes the task of distributing and promoting online video content as efficient as possible for fashion designers, media and brands, ultimately increasing digital media engagement and enabling unlimited audience reach potential” said Charlie Muirhead, Founder and CEO at Rightster.

Mercedes Benz Fashion Week Australia is an IMG event.

For any questions regarding the event please contact: stephanie.atkinson@rightster.com