The L’Oréal Melbourne Fashion
Festival (LMFF) has inked a partnership with The Iconic to launch a
new venture.
Event organisers have confirmed that the LMFF
will join forces with the etail giant to support the ‘Shop the
Runway’ tool hosted on the festival's new look website.
This
will be the first time The Iconic has aligned itself with the
Melbourne-based fashion event.
Throughout March, the ‘Shop
the Runway’ tool will aim to provide consumers with a "one-stop
shop" for all fashion, beauty and accessories immediately after
the selection of runway shows.
Using ‘Pips’ technology,
the 'Shop The Runway' tool will also enable consumers to access
up-to-the minute runway images, extra information and features such
as 'shop the designer'. Social media linked to the platform will also
enable consumers to share looks via Facebook and Twitter.
Commenting
on the tie-up, The Iconic managing director and co-founder Finn Age
Haensel said the partnership marks another positive step for the
company.
“This is the first time The Iconic will align with
L’Oréal Melbourne Fashion Festival to provide instant access to
catwalk trends that will be shown throughout the week. We’re very
excited about this new partnership and we look forward to working
closely with LMFF to create the best online experience for our
customers,” he said.
LMFF CEO Graeme Lewsey also confirmed
his confidence in the new partnership with The Iconic. He said the
initiative will also work to support retail growth and sales throughout the festival
period.
“The festival prides itself on its ongoing support
of the Australian retail industry and maximising he consumer
experience, 'Shop the Runway' offers fashion lovers an easy path to
purchase looks both in-store and online after the show.
"This
new partnership will continue to drive sales for local designers and
retail brands and help consumers fulfil their purchasing desires
long-after the show," Lewsey said.
DKNY: Sold on The Iconic.
