Myer has launched ‘Catwalk to Cart’, enabling Melbourne Fashion Festival attendants to purchase runway items from their seats.

Myer and Clemenger BBDO have launched the Catwalk to Cart initiative which will feature at Virgin Australia Melbourne Fashion Festival.

The mobile experience integrates e-commerce with the live catwalk and will offer information about pieces through a mobile site.

Myer follows in the footsteps of Topshop, which used a similar buying model at a recent London show, and fashion site The Iconic, which utilised a ‘Shop the Show’ option during its Melbourne Fashion Festival show last year.

The Catwalk to Cart mobile site will use a Tinder-style swiping function. Items will appear on users’ screens as the models come down the catwalk. Users can swipe right for items they like, and left for those they aren’t interested in. Users are given the option to save items for interest for purchase.

“We’ve seen many brands try to deliver direct sales outcomes from their runway shows. Shoppable videos and live-streaming are now commonplace, but the user experience is often clunky, integrating multiple products within a fast-moving video is hard and handing off to e-commerce carts has been problematic,” says executive general manager of brand and marketing Scott Michael.

“Getting runway show audiences to buy product has been a challenge all fashion brands have been looking to solve for some time. It’s really exciting that through Catwalk to Cart we’ve been able to solve this,” he says.

Catwalk to Cart debuts at Myer’s Fashion Festival shows this evening.

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Further reading

• How visual search, AR and VR will disrupt retail this year »
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