David Jones launched its first virtual, shoppable runway show last week, as part of Vogue American Express Fashion's Night In.
Taking place in Seidler House in the Southern Highlands, the runway showcased a range of new season looks from local and international designers including St Agni, Bassike and Maticevski.
The interactive runway featured a mix of engaging in-video experiences including ‘pulsing hotspots’ which hovered over each look, inviting viewers to click through for immediate purchase.
David Jones GM of womenswear, footwear and accessories Bridget Veals said that the interactive runway adds to David Jones' offering of digital experiences.
"We are thrilled to present this innovative runway concept.
"By providing customers with exclusive front row access to an incredible fashion runway, and the opportunity to immediately shop the looks, we continue our commitment to innovating our virtual experiences for our David Jones customers and brands," she said.
However, it wasn't only the customers and brands that benefitted from the enhanced experience.
The technology allowed David Jones to shorten and streamline the customer journey and gain access to consumer insights including watch-time, which interactions were working best and where people were dropping off.
The platform also allowed David Jones to see which products were getting the highest level of interest and sales in real time.