Mercedes-Benz Fashion Week

Streamlined Event Management

The Fashion Week guest list is a key component of a designer’s business strategy. For such an important element of the fashion business, attendee management needs to be as seamless and sophisticated as the event itself.

Event producer IMG selected Control Group to help improve both the attendee and designer experience by bringing the event into the digital era. So we streamlined the press-credentialing, invitation, seating, and check-in processes with an integrated event management system.

For attendees, the new system eliminated Fashion Week’s notoriously long lines and paper lists. Guests could use a series of kiosks to swipe bar codes to receive their seat assignments or press credentials—either from a printout or their smartphone. And for designers, the new system allowed staff to fill empty seats on the spot since they were able to view no-shows instantly.

"The level of service this brings to the industry—from data capture for designers on our website to event credentials being used to get seating assignments for press and retailers—will revolutionize the industry standard and be what people come to expect in the years to come."

Peter Levy, Senior Vice President and Managing Director of IMG Fashion Worldwide

The inauguration of Lincoln Center as the new venue for Mercedes-Benz Fashion Week is now a part of fashion history, but the new technology will continue to enhance the experience of fashionistas for years to come.

Interested in working together? Please contact Max Oglesbee at We'd love to hear from you.

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