Tonight Myer will launch its new digital initiative at its VAMFF runway show, ‘Catwalk to Cart’.
The new digital campaign will allow attendees of the runway show to shop the catwalk live from their seat. The concept will provide a new channel through which fashion brands can commercialise the significant investments they make in positional runway shows.
Items of interest can be quickly saved to a wish list using a ‘tinder-style’ swipe right or left interface.
Following 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 play across these screens, with instructions explaining how passers-by can interact using their mobile phones.
oOh!media’s CEO Brendon Cook said the campaign will set a new benchmark for mobile consumer engagement.
"Thousands of shoppers will be impacted who are actively looking for fashion inspiration, which will help drive sales both online and in-store.”
The new digital concept comes only a day after Myer released its first half results which showed a decline of 0.6%, even though the company has reported a 5.3% growth in net profit after tax.
Myer also stated that it had seen profit increase to $62.8 million despite being up “against a backdrop of aggressive competition.”