Catwalk to Cart

Background

Australian retailer, Myer, hosts a number of catwalk shows every year. These shows are positional and help establish Myer in customer’s minds as being on-trend thoughtleaders in fashion but are expensive undertakings with no direct sales impact.

While many brands had tried to commercialise their fashion runway shows, the user experience was often clunky with the e-commerce aspect left lacking. This year, Myer and Clemenger BBDO sought to develop an innovative way to deliver a direct sales outcome from its shows.