While there are several Web sites offering online trunk shows, designers and brands seem to be one-upping them. Burberry was one of the earliest to live-stream its show in 2009, and the first to offer a shoppable runway last February, but James Gardner, founder and chief executive officer of Createthe Group, expects others to follow suit this year — starting with Marc Jacobs on Monday. 

Immediately after the show, which will be live-streamed, Marc Jacobs confirmed it will offer a “reserve,” pre-order functionality for the items just seen on the runway for its Collection and Marc by Marc Jacobs lines. 

People will be able to reserve the products they wish to purchase once they become available, as the brand views it as a way for fans to let them know which pieces they love — and in which colors and sizes they need. The customer relations team with handle the reservations and notify customers once the items arrive.

According to the brand, they would rather consumers feel like they are part of the fashion democracy that’s only been made possible since the advent of the digital revolution, one where their voices are heard and opinions considered. That said, the brand doesn’t want fans to feel obligated to purchase once reserved pieces become available for purchase. 

For Gardner, the fashion circus to ensue this week has become one targeted towards the consumer — and allowing them to shop the runway simultaneous to viewing a live-stream or directly after is just the next logical step. 

“The fashion show has changed. There is a frenzy of desire to be part of this industry. It has become a consumer-facing event,” Gardner told WWD in his SoHo office space. “It’s now for consumers just as much as it is for editors and the industry.”

Gardner, who works with clients such as Marc Jacobs, Burberry, Donna Karan, David Yurman, Alexander Wang, Louis Vuitton, Nowness and H&M, believes brands that implement “shop the runway” functionalities can obtain invaluable data from viewers and fans, specifically about the products that resonate with shoppers. Customers can pre-indicate the products they’re most interested in, directing brands to produce the most popular items that will best perform at retail.

“This is not a gimmick. It provides consumers with insider access and a deeper relationship [to the company] and the brands get knowledge about what consumers like,” Gardner said, adding that this tool especially appeals to the luxury shopper who wants to both see and get things first.