Myer goes mobile to turn fashion show catwalk into live shopping experience – MuMbrella

Viewers’s attending the Virgin Australia Melbourne Fashion Competition exhibits at Myer will probably be in a position to store for fashions direct from their telephones because the fashions seem on stage in what the retailer is claiming as a world first.

Myer hopes to change the best way consumers work together with fashion exhibits

The unique nature of catwalk exhibits will probably be prolonged past the VIP invite checklist, with Myer taking the show to out of doors websites operated by Ooh Media after the show has completed, permitting passers-by to purchase the fashions direct from their telephones as they see them on the out of doors adverts.

The activation by Clemenger BBDO in Melbourne has been developed to ship a direct gross sales final result beneath the banner of “Catwalk to Cart”.

Audiences on the VAMFF show at Myer will log into a objective constructed net experience which can run alongside the show.

As fashions enter the catwalk, the corresponding outfit will seem on the telephones of viewers members who will then give you the option to create a personalised want checklist utilizing a Tinder-fashion left and proper swipe.

Myer’s govt normal supervisor model and advertising and marketing, Michael Scott, stated retailers had lengthy been challenged by getting gross sales instantly from exhibits.

“We’ve seen many manufacturers try to ship direct gross sales outcomes from their runway exhibits,” Scott stated.

“Shoppable movies and live-streaming are actually commonplace, however the person experience is usually clunky, integrating a number of merchandise inside a quick-shifting video is difficult and handing off to e-commerce carts has been problematic.”

Audiences will probably be in a position to see contextual details about the fashions and will probably be in a position to switch their decisions straight to a shopping cart at

In a bid to be sure that there aren't any technological hitches or lag with the sign, the retailer has additionally put in a 280 metre telephone loop round its girls’s put on division.

Chris James, govt inventive director digital at Clemenger BBDO, stated the company had labored to keep away from having to develop an app.

“Extra importantly, by simplifying the person experience we’ve eliminated a lot of boundaries to getting folks by to the checkout,” James stated.

The fashion show know-how can even work with telephones out of doors adverts.

Following the show, the retailer will run a looped video of the show on Ooh Media screens round Melbourne and in Myer’s home windows, with consumers in a position to use the identical telephone mechanics to buy garments instantly from the shows in the identical method because the fashion show audiences did.

Brendon Prepare dinner, CEO of Ooh Media, stated the strategy turned an unique one-off-occasion into an interactive marketing campaign.

“The fashion parade will probably be a visually gorgeous broadcast from Ooh’’s 6-storey excessive Bourke Road Mall digital billboard and on digital screens contained in the Emporium,” Prepare dinner stated.

“Hundreds of consumers will probably be impacted who're actively in search of fashion inspiration, which can assist drive gross sales each on-line and in-retailer.”


  • Consumer: Myer
  • Govt Common Supervisor, Model & Advertising: Michael Scott
  • GM Advertising Technique & Communications: Kellie Lennon
  • Digital Experience & Product Growth Specialist: Robbie Tutt
  • Nationwide inventive Lead – Mish Norris
  • Occasion Specialist – Laura Knight
  • Company: Clemenger BBDO Melbourne
  • Inventive Chairman: James McGrath
  • Chief Inventive Officer: Ant Keogh
  • Govt Inventive Director, Digital: Chris James
  • Govt Inventive Director, Myer: Helen James
  • Inventive Director, Myer: Tania DeMasi
  • Managing Director, Myer: Simon Lamplough
  • Director of Digital: Ben Kidney
  • Director of Retail: Pippa O’Regan
  • Operations Director, Myer: Sharon Adams
  • Senior Producer: Scott Chapman
  • Head of Digital Manufacturing: Christian Russell
  • Digital Producer: Maryne Muroni
  • Account Director: Tina Fouyaxis
  • Senior Designer: Adam Hengstberger
  • Design: Kirsty Briggs
  • Design: Gemma Wilson
  • Lead Developer: Luke Deylen
  • Entrance-finish Developer: Todd Armstrong
  • Tester: Sonali Bhattacharya
  • Media: Ikon & oOh!Media

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Myer goes mobile to turn fashion show catwalk into live shopping experience - MuMbrella