• OROTON: On demand.
    OROTON: On demand.

Never mind QR codes or mobile apps - a one word email or tweet is all Oroton needs to start a transaction.

The Australian accessory brand has partnered with technology provider BuyReply to create a live shopping experience at its Mercedes-Benz Fashion Festival Sydney show on August 23. 

BuyReply will enable guests at the show to purchase the brand's debut apparel collection directly off the runway.

Users simply send a one word email or tweet, before completing a simple checkout process.

Oroton will provide guests with a look book of selected items available for instant purchase.

BuyReply can be used on any medium, ranging from smartphones, email, twitter and SMS.

The technology does not require an app download or camera scan to activate a transaction.

When users 'tweet' their purchase, followers can retweet to buy the same item, also allowing sales to go viral directly off the runway.

Oroton will stage its spring/summer 2012/13 showcase at 12.30pm.

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