Myer, with the help of Clemenger BBDO Melbourne, has given attendees of its runway show at the Virgin Australia Mobile Fashion Festival a unique shopping experience never seen before.
‘Catwalk to Cart’ is an idea that provides a new channel through which fashion brands can commercialise the significant investments they make in positional runway shows.
By logging on to a purpose-built web experience, attendees at Myer’s show will be able to see contextual information about outfits featured in the show on their mobile phones.
As a model approaches, their outfit will automatically appear allowing the attendees at the show to quickly save items of interest in a personalised wish list using a ‘Tinder-style’ interface.
At the end of the show, attendees can review their wish list and transfer products they want to buy directly to the shopping cart on myer.com.au for purchase.
Every attendee’s experience will be perfectly timed, so as a model comes into view, the corresponding outfit appears on their phone.
Chris James, executive creative director of digital at Clemenger BBDO Melbourne, said each item in the show has been carefully selected, photographed, assigned to a model and uploaded on to the mobile web destination.
“This allows us to augment a personalised experience to users’ phones without having to build an app,” he said.
“More importantly, by simplifying the user experience, we’ve removed a number of barriers to getting people through to the checkout.”
Myer’s executive general manager of brand and marketing, Michael Scott, said: “We’ve seen many brands try and 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.
“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.”
After the show, Myer will be rolling out the same ‘Catwalk to Cart’ mechanic across oOh! Media’s digital screens around Melbourne and in Myer Melbourne’s windows.
A looped video of the show will be displayed on these screens with specific call to actions explaining how passers-by can interact using their mobile phones in the same way attendees of the show did.
As at the show, the outfit displayed on a customer’s mobile phone will correspond exactly with the outfit the model is wearing in the video. As the models and outfits on the video change, so do the outfits displayed on customer’s mobile phones.
Brendon Cook, CEO of oOh! Media, said the campaign sets a new benchmark for out-of-home and mobile engagement, and will amplify the one-day event over a few weeks in the heart of Melbourne’s fashion precinct.
“The fashion parade will be a visually stunning broadcast from oOh!’s six-storey high Bourke Street Mall digital billboard and on digital screens inside the Emporium,” he said.
“Thousands of shoppers will be impacted who are actively looking for fashion inspiration, which will help drive sales both online and in-store.”
Executive general manager of brand and marketing: Michael Scott
General manager of marketing strategy and communications: Kellie Lennon
Digital experience and product development specialist: Robbie Tutt
National creative lead: Mish Norris
Event specialist: Laura Knight
Agency (Clemenger BBDO Melbourne)
Creative chairman: James McGrath
Chief creative officer: Ant Keogh
Executive creative director of digital: Chris James
Executive creative director, Myer: Helen James
Creative 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 production: Christian Russell
Digital producer: Maryne Muroni
Account director: Tina Fouyaxis
Senior designer: Adam Hengstberger
Design: Kirsty Briggs
Design: Gemma Wilson
Lead developer: Luke Deylen
Front-end developer: Todd Armstrong
Tester: Sonali Bhattacharya
Media: Ikon and oOh!Media