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

March 17, 2017 10:12

Audience’s attending the Virgin Australia Melbourne Fashion Festival shows at Myer will be able to shop for fashions direct from their phones as the models appear on stage in what the retailer is claiming as a world first.

Myer hopes to change the way shoppers interact with fashion shows

The exclusive nature of catwalk shows will be extended beyond the VIP invite list, with Myer taking the show to outdoor sites operated by Ooh Media after the show has finished, allowing passers-by to buy the fashions direct from their phones as they see them on the outdoor ads.

The activation by Clemenger BBDO in Melbourne has been developed to deliver a direct sales outcome under the banner of “Catwalk to Cart”.

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Simon Canning

Simon Canning was Mumbrella's marketing and advertising editor from 2015-2017. In a career spanning journalism and communications over more than 30 years Simon has become one of Australia’s most respected analysts and commentators on the advertising, marketing and media industries. A regular commentator on radio and TV, Simon has also worked in media in the US and UK .

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