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The economic challenge has added new focus to this, and technology and digital has almost become the most important strategic priority in these companies, said Mr. Gardner of Createthe Group. "The brands are seeing this really resonates with the consumer, and we see huge spikes in traffic" when the shows are livestreamed. Even so, he said, professional buyers could take cues from the online shoppers. "If you have lots of people preordering certain product," he said, "it can be a very helpful way to let the buyer and brand know what's popular." Some designers are trying to sandwich tradition and technology. Diane von Furstenberg will show her spring 2011 collection on Sunday, and the company is live streaming it to a select group of bloggers at her storeturnedlounge, which is open to the public for most of the weekend. But the technology in the lounge touch screens mounted on the wall, Webenabled printers and PCs will feature the fall and resort wear already in stores. "The shows have always been for the trade," said Paula Sutter, president of the company.
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