Shopping centre brings fashion to life with its ‘click to buy’ interactive catwalk video

Shopping centre brings fashion to life with its ‘click to buy’ interactive catwalk video

Westfield London shopping centre, recently brought the online community the first interactive ‘click to buy’ catwalk show using the innovative video technology of ‘hotspotting’.

Hotspotting has been used for the latest ‘Fashion Lives’ catwalk show hosted by Westfield London, who showcased their Autumn/Winter collection featuring clothes from designers and brands including Whistles, Oasis, House of Fraser, Miss Sixty and Hobbs.

Part of multimedia campaign

The catwalk show was the grand finale to the successful ‘Car Boot fair’ held by Westfield London, to celebrate London Fashion Week and the launch of the Autumn/Winter season. The event was kicked off by Lily Allen and Mary Portas. Following the ‘Car Boot’ inspiration, the main Atrium was hijacked by 18 Hyundai i20 cars where the most sought after brands set up store and car booters could try and buy the new collections from their favourite retailers.

The creation of this digital catwalk means that anyone who could not attend the event could watch the show from a virtual front row, while the ’hotspot’ element allowed viewers to click on any piece of clothing that catches their eye and buy them instantly. A landing page, which is unique for each item, gives the viewer all the product details including where the item is from, how much it costs, and even provides the option to buy online or at Westfield London.