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Myer’s runway app boosts see now, buy now trend

Myer became the latest retailer to adopt a ‘see now, buy now’ approach to fashion shows, with the launch of its ‘Catwalk to Cart’ app at the Virgin Australia Melbourne Fashion Festival last week.

The app allowed people in the audience to scan outfits coming down Myer’s runway and swipe right to save them in a wish list. They could then review their wish list and buy items directly in the app.

Myer’s ‘Catwalk to Cart’ app comes as the department store retailer invests heavily in its digital transformation. Adopting a ‘see now, buy now’ trend to fashion shows is part of that, and it’s not the first retailer to do this.

Topshop supported similar technology at a London fashion show recently, and The Iconic offered a ‘Shop the Show’ option at last year’s fashion show in Melbourne. Technology is showing up in other ways at fashion shows too.

Chinese e-commerce company Alibaba hosted an eight-hour fashion show with 80 different brands last October. Consumers could both live stream the show and pre-order items they saw on the runway.

Myer experimented with live streaming last month, when it broadcast its fashion show using Twitter’s 360-degree video service. All of these initiatives aim to make fashion shows more engaging as well as profitable.

“We’ve seen many brands try to deliver direct sales outcomes from their runway shows. Shoppable videos and live-streaming are now commonplace, but the user experience is often clunky, integrating multiple products within a fast-moving video is hard and handing off to e-commerce carts has been problematic,” Scott Michael, Myer’s executive general manager of brand and marketing, said.

“Getting runway show audiences to buy product has been a challenge all fashion brands have been looking to solve for some time. It’s really exciting that through Catwalk to Cart we’ve been able to solve this,” he said.

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