Did the Australian launch of River Island meet expectations?
Over 500 units of River Island merchandise sold in the first two hours of its runway show at Virgin Australia Melbourne Fashion Festival.
The parade was staged in partnership with The Iconic, its exclusive domestic stockist.
Consumers could view a live stream of the parade and purchase items from the runway.
'The Iconic presents River Island' parade was reportedly the most watched show at the festival.
In a Melbourne first, the Shop the Show concept also allowed consumers to receive their orders within three hours.
Up to 50 per cent of shoppers made purchases via mobile.
River Island launched into the Australian market with its autumn/winter 2014 collection.