Myer and Clemenger BBDO have launched the Catwalk to Cart initiative which will feature at Virgin Australia Melbourne Fashion Festival.
The mobile experience integrates e-commerce with the live catwalk and will offer information about pieces through a mobile site.
Myer follows in the footsteps of Topshop, which used a similar buying model
at a recent London show, and micronesia-telemarketing-database fashion site The Iconic, which utilised a ‘Shop the Show’ option during its Melbourne Fashion Festival show last year.
The Catwalk to Cart mobile site will use a Tinder-style swiping function. Items will appear on users’ screens as the models come down the catwalk. Users can swipe right for items they like, and left for those they aren’t interested in. Users are given the option to save items for interest for purchase.
myer swipe right
“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,” says executive general manager of brand and marketing Scott Michael.
“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 says.
Some brands we admire, some we aspire to, some we even envy, but Rob Morrison argues there’s one perfect brand standing head and shoulders above all others.
I think if I asked every reader of Marketing to name the perfect brand, I reckon there would be a pretty short list of different answers. Maybe 30.
Think about it. Which one would you choose? An established player like Coke or Disney? Something wearable like Nike or Adidas? A tech-based name like Apple or Google? An upstart like Uber or Airbnb?
Well, ladies and gents, there’s one name that should be on the top of every single list. Envied above all others.
Let me explain.
I was recently on holiday in Europe and I stumbled across what brand nirvana really looks like. See if you can guess the brand. I’ll give you four hints (no cheating by jumping ahead to the answer).
Hint one: This brand is so desirable it has people of all ages, genders and nationalities buying and wearing its merchandise. Let me just make that crystal clear. Not give-aways. People are reaching into their own pockets and buying everything from shirts and hats to socks and chocolates so they can be brand ambassadors.