A Front-Row Seat via Video

As the Belstaff runway show began in New York City last week, buyers, designers and bloggers crowded into their seats, jotted notes and took smartphone photos as the models strutted by. But it was another crowd, outside the tents, that Belstaff executives were particularly interested in this season. For the second time, it was live streaming its fashion show. And the Web viewers were not just potential fans, they were data sources to help Belstaff predict which of the runway items might be hits in stores this summer. Fashion houses in recent years started to sidestep the middleman by giving the public a front-row seat via webcam video. While that was more of a marketing tool at first, live streaming — and other ways to give consumers digital access to runway fashion — is now being seen as a research opportunity.