Melbourne Fashion Festival 2017: Myer to launch 'Tinder for consumers' at runway show – The Sydney Morning Herald
Jennifer Hawkins is a fortunately married girl however she is hoping Myer clients will swipe proper when she steps on the catwalk on Friday evening.
For its show at the Melbourne Fashion Festival, Myer recruited digital company Clemenger BDO to create a world-first, actual-time "store the catwalk" cellular website.
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The Myer vogue ambassador is celebrating 10 years with the model and admits she nonetheless will get nervous earlier than vogue reveals.
Company at the 2 parades at Myer Melbourne can use their telephones to scan a mannequin and, just like the relationship app Tinder, swipe left or proper to shortlist an outfit.
Whereas the 21-year-previous competition has "see now, purchase now" in its DNA – all clothes proven can be found in retailer – actual-time buying takes it to the following stage.
On the finish of the show, visitors can assessment their want checklist and switch merchandise they want to purchase straight to a buying cart.
Simon Lamplough, managing director of Clemenger Melbourne, stated the function would assist handle a significant conundrum for the business.
"There's been an issue with all vogue manufacturers round how they justify the funding they make in runway reveals. They are not low-cost to placed on. They're necessary for positioning ... but it surely's actually exhausting to show a direct gross sales end result," he stated.
Mr Lamplough stated manufacturers had dabbled in shoppable movies and dwell streaming however they have been typically clunky and had poor consumer expertise.
"That is completely different, for the immediacy of it. Having the ability to store there after which is model new," he stated.
Whereas the function offers Myer with helpful knowledge on its clients, Mr Lamplough assured customers it was safe and didn't entry any of their different private data.
Folks with no ticket to the reveals can use the Catwalk to Cart function by way of a dwell stream within the Bourke Road retailer window, in addition to on quite a few billboards which were created by oOh!media at the Emporium and at the nook of Swanston and Bourke streets.
Being a cellular website and never an app, Mr Lamplough stated there was no situation with load and up to 400,00zero folks may comfortably work together with Catwalk to Cart.
Whereas the function has been created solely for Myer, Mr Lamplough stated it may very well be used at future Myer season launches and had international potential.
Myer will probably be hoping for a bounce from its presence at the competition, after reporting a tepid first half in sales on Thursday.
Total gross sales fell by .three per cent, or zero.5 per cent on a comparable retailer foundation.
Nevertheless, chief govt Richard Umbers performed up the efficiency of the corporate's on-line enterprise.
"Our omni-channel enterprise continues to develop, with our on-line enterprise rising gross sales by 48 per cent due to a a lot improved buyer expertise on-line. This, along with important enhancements in decide, pack and fulfilment, contributed to one other half of revenue progress forward of gross sales progress," he stated.
The Melbourne Fashion Festival runs till Sunday. vamff.com.au.