New Online Platform: Shop The Runway

In a bid to break down exclusive A-list only barriers associated with fashion shows,  the L’Oreal Melbourne Fashion Festival  team will open it directly to the consumer which also happens to be the most important person in the chain. “Shop the Runway” is a user-friendly platform to enable customers to access imagery, video and stockiest information post-show.

This initiative has attracted global attention and, evidently, put the Victorian precinct on the global map. By riding the social media wave, this platform will hopefully ease the strain of rent and the perpetual sale cycle for retailers and emerging designers.

The organisers are also hoping it will increase the status of the Australian fashion industry on an international scale. Inspiration for the platform was drawn from Asos; where a total of 10% of their sales comes from their newly launched mobile app.

‘The “Shop the Runway” tool will launch for the first time at LMFF 2012 March and will continue to evolve in coming years.’ – LMFF