Making use of a hot new video technology tagged appropriately as ‘hotspotting,’ the Westfield London shopping centre brought the first catwalk show to the online community creating a ‘click to buy’ show.
Hotspotting was used in the ‘Fashion Lives’ show for the centre to show off their upcoming Autumn/Winter collection that features designers and clothes from top designers and brands such as Miss Sixty and Hobbs, Whistles, House of Fraser, and Oasis.
The show was the finale to its ‘Car Boot fair’ that was held to celebrate the London Fashion Week and the launch of the upcoming fashion season. The event showcased Mary Portas and Lily Allen and in true ‘Car Boot’ fashion kicked off with 18 Hyundai 120 vehicles in the atrium. Thus, shoppers could check out car booters and the new autumn collection from the centre’s retailers.
On the digital catwalk everyone was allowed to attend the event from the front row of their computers with the option to click on anything that passes by the catwalk and instantly purchase it for their own collection. Each item was given a landing page that offers the viewer a complete set of product details and the option to even pick up their purchases in person at the Westfield London centre.
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