In a global first, Myer teamed up with Twitter to be the first department store anywhere to leverage live 360 video on Twitter, to broadcast its Autumn Winter Fashion Launch, where customers could ‘see now-buy now’ via its online store.
Instant fashion has been on the rise in the world of style – why make shoppers wait the lead time to view the latest collections when they can view it live! Luxury brands like Rebecca Minkoff, Tom Ford and Burberry have been successfully dabbling with this in the last year. UK retailer Topshop provided its consumers with a live view of its 2017 spring collection late last year, with over half of its runway items available for sale online and in-store the same day.
Myer did the same last night, teaming with Twitter to provide live broadcast that gave its consumers the ability to view its fashion show live in an immersive way, with its designer collections available for purchase instantly online and in-store.
Twitter’s live 360 video feature allowed Myer to broadcast its entire Autumn Winter Fashion Launch event live, including its surroundings to Twitter and Periscope users. It means that users were able to change their point of view by moving their phone, or scrolling around the screen for a truly immersive and interactive experience.
“Customers really enjoyed the opportunity to watch our fashion launch live online, with 360 degree views of the entire event. Myer customers were provided with unprecedented access to the event through our social and digital channels with designer collections available to purchase online and in-store,” said Mike Scott, Myer’s executive general manager of marketing and brand.
“Partnering with innovative and disruptive brands such as Twitter helps us connect with our contemporary customers and shake up the traditional retail norms.”
Myer’s strong focus on omnichannel is part of its five year turnaround plan, with the company investing heavily in its digital strategy and online focus in the last year, showing positive results.
Consumer centricity is a key part of Myer’s strategy, according to Scott. “Customers are at the heart of our strategy and Periscope 360 provided customers with a front row seat for our season launch. We want to create experiences and amazing memories for our customers and by bringing our fashion launch to them, they have been able to be part of the action.”
To activate the live screening, Twitter and Periscope users simply logged into their account, searched for @myer and tuned in from 8pm on Thursday 16th February to watch the event unfold. Users could also retweet this tweet to receive a reminder when the Periscope went LIVE.
Twitter launched live 360 video in December to create a new way to see what’s happening on Twitter and around the world. Myer is the first brand in Australia and first department store globally to use the feature.
— MYER (@myer) February 16, 2017