Myer goes mobile to turn fashion show catwalk into live shopping experience

Audience’s attending the Virgin Australia Melbourne Fashion Festival shows at Myer will be able to shop for fashions direct from their phones as the models appear on stage in what the retailer is claiming as a world first.

Myer hopes to change the way shoppers interact with fashion shows

The exclusive nature of catwalk shows will be extended beyond the VIP invite list, with Myer taking the show to outdoor sites operated by Ooh Media after the show has finished, allowing passers-by to buy the fashions direct from their phones as they see them on the outdoor ads.

The activation by Clemenger BBDO in Melbourne has been developed to deliver a direct sales outcome under the banner of “Catwalk to Cart”.

Audiences at the VAMFF show at Myer will log into a purpose built web experience which will run alongside the show.

As models enter the catwalk, the corresponding outfit will appear on the phones of audience members who will then be able to create a personalised wish list using a Tinder-style left and right swipe.

Myer’s executive general manager brand and marketing, Michael Scott, said retailers had long been challenged by getting sales directly from shows.

“We’ve seen many brands try and deliver direct sales outcomes from their runway shows,” Scott said.

“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.”

Audiences will be able to see contextual information about the fashions and will be able to transfer their choices straight to a shopping cart at

In a bid to make sure that there are no technological hitches or lag with the signal, the retailer has also installed a 280 metre phone loop around its women’s wear department.

Chris James, executive creative director digital at Clemenger BBDO, said the agency had worked to avoid having to develop an app.

“More importantly, by simplifying the user experience we’ve removed a number of barriers to getting people through to the checkout,” James said.

The fashion show technology will also work with phones looking at outdoor ads.

Following the show, the retailer will run a looped video of the show on Ooh Media screens around Melbourne and in Myer’s windows, with shoppers able to use the same phone mechanics to purchase clothes directly from the displays in the same way as the fashion show audiences did.

Brendon Cook, CEO of Ooh Media, said the approach turned an exclusive one-off-event into an interactive campaign.

“The fashion parade will be a visually stunning broadcast from Ooh’’s 6-storey high Bourke Street Mall digital billboard and on digital screens inside the Emporium,” Cook said.

“Thousands of shoppers will be impacted who are actively looking for fashion inspiration, which will help drive sales both online and in-store.”


  • Client: Myer
  • Executive General Manager, Brand & Marketing: Michael Scott
  • GM Marketing Strategy & Communications: Kellie Lennon
  • Digital Experience & Product Development Specialist: Robbie Tutt
  • National creative Lead – Mish Norris
  • Event Specialist – Laura Knight
  • Agency: Clemenger BBDO Melbourne
  • Creative Chairman: James McGrath
  • Chief Creative Officer: Ant Keogh
  • Executive Creative Director, Digital: Chris James
  • Executive Creative Director, Myer: Helen James
  • Creative Director, Myer: Tania DeMasi
  • Managing Director, Myer: Simon Lamplough
  • Director of Digital: Ben Kidney
  • Director of Retail: Pippa O’Regan
  • Operations Director, Myer: Sharon Adams
  • Senior Producer: Scott Chapman
  • Head of Digital Production: Christian Russell
  • Digital Producer: Maryne Muroni
  • Account Director: Tina Fouyaxis
  • Senior Designer: Adam Hengstberger
  • Design: Kirsty Briggs
  • Design: Gemma Wilson
  • Lead Developer: Luke Deylen
  • Front-end Developer: Todd Armstrong
  • Tester: Sonali Bhattacharya
  • Media: Ikon & oOh!Media

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