Fashion shows are exciting for fans, important for editors and buyers, and increasingly, big business for both the fashion brands showing their collections and the advertisers that sponsor the many Fashion Week events each season. Fashion shows are also, not surprisingly, exorbitantly expensive to produce–so expensive that in a previous video interview with L2’s Founder Scott Galloway, he argued that they weren’t worth the investment for most designers. The cost of not participating in Fashion Week, however, is not insignificant: recent figures show that over 630,000 people logged in to watch live-streaming video of the September shows in New York alone. This number marks a more than 50 percent increase in online viewership since last season, which was just seven months ago. In this new interview, L2’s Head of Research & Advisory Maureen Mullen acknowledges how valuable digital has been at expanding Fashion Week’s geographic reach but says that the big challenge for fashion brands is to capitalize on Fashion Week’s momentum and expand it into the off-season.