The new episode of Fashion Battles is now out. The jury has delivered its verdict, and Katia Doneva has been named the winner.
But for a brand, that is not the final result.
Because the jury evaluates what happens on the set. The market evaluates what happens afterwards.
Qazal Mahdizadeh, Ksenia Kulinich, Nessa Papadopoulou, and Katia Doneva were given the same opportunity to present themselves and the brands’ pieces to an audience. The jury made its choice. Now the decision moves to the viewers.
They can simply look at a model. They can notice her look, become interested in her style, or save an item they like. Or they can do something that carries a very different weight for a brand - buy it.
And this is where the traditional way of evaluating fashion starts to break down.
A model can receive a high score for her presentation, movement, and ability to work with a look, yet fail to make anyone want to buy what she is wearing. Another may not take first place, but her look could be the one that makes someone open the product and place an order.
One victory is measured in applause. The other in money.
LookBerry makes it possible to see the difference in one place. In Fashion Battles, the audience sees the model, her look, and the specific products featured by the brands. A reaction can remain just a reaction, or it can turn into real action.
And that raises a question fashion rarely asks out loud:
If one model wins the jury’s vote, while another gets more people to buy, who actually proved more valuable to the brand?
The winner has already been named.
Now comes the more interesting part: seeing who the audience will choose.
