Digital Innovations: MyTheresa x Burberry Shoppable Interactive Runway

MyTheresa x Burberry Shoppable Interactive Runway collaboration bridging the gap between luxury retail and technology.

As fashion week struts on to Milan, we found ourselves being approached by video technology company Smartzer. Founded in 2012 by Karoline Gross,  Smartzer has worked with the likes of Whistles, Marks & Spencer and Barbour. Now they are playing a key role in MyTheresa x Burberry Shoppable Interactive Runway collaboration.

Burberry's SS17 available on MyTheresa
Burberry’s SS17 available on MyTheresa

So what makes this collab stand out? Well, the Smartzer video technology, which adds an interactive functionality, enables viewers to actually shop from the runway. It works by a hover effect appearing on each look that is available to shop. Once clicked, a pop-up will appear displaying each product within the look, with the option to purchase. Clicking on ‘Shop Now’ takes the customer to the relevant product page on where they can continue the transaction. Each look from the runway can also be found listed in a drawer, down the left hand side of the video. This feature means that even when a particular look is no longer on the screen, the opportunity to view the product again, is always there. Working with Burberry was a feather in their cap because it is a brand that is recognised as trying to bridge the gap between fashion and technology. Championing digital innovations, Smartzer have applied their video tech to Burberry’s latest runway show. The interactive experience can be found and explored on the MyTheresa website.


On the technology Gross shared: “We have seen a number of variations on ‘shoppable videos’ over the years. At Smartzer we believe that there is still ample opportunity to further increase conversion and engagement rates through this innovative technology.” The Smartzer technology also allows e-commerce companies to generate sales and capture detailed analytics directly from their videos. Their technology focuses on driving engagement for brands, and aims to enhance the customer experience by creating a seamless journey from inspiration to purchase.

Tommy hilfiger SS17
Tommy Hilfiger SS17

Other headlining fashion labels making their collections available right off the runway include Ralph Lauren, whose collection you are able to buy immediately in stores, online, and at select boutiques around the world. Tom Ford, whose fall ’16 range was available as soon as it stepped foot on the runway. Then there was Tommy Hilfiger, whose trending hashtag #TommyNow celebrated the fact that his full range was ready to be added to your closet immediately after being shown on the runway. Lastly, there is Michael Kors who, although he is sticking with the traditional one-season-ahead approach, he is also making sure his range of curated spring ’17 pieces online is available to purchase right away. With such progress it seems that ‘See Now, Buy Now’ is more than a passing trend, it is retail tech at its best, and I have a strong feeling that as technology gets better there is definitely more to come.

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