Jennifer Hawkins is a happily married woman but she is hoping Myer customers will swipe right when she steps on the catwalk on Friday night.
For its show at the Melbourne Fashion Festival, Myer recruited digital agency Clemenger BDO to create a world-first, real-time "shop the catwalk" mobile site.
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Guests at the two parades at Myer Melbourne can use their phones to scan a model and, like the dating app Tinder, swipe left or right to shortlist an outfit.
While the 21-year-old festival has "see now, buy now" in its DNA – all garments shown are available in store – real-time shopping takes it to the next level.
![Customers unable to attend the show can use the shopping feature on their phones at a number of live sites around the city.](/web/20170319025308im_/http://www.smh.com.au/content/dam/images/g/u/z/8/c/x/image.related.articleLeadwide.620x349.guz9nh.png/1489637011545.jpg)
At the end of the show, guests can review their wish list and transfer products they wish to buy directly to a shopping cart.
Simon Lamplough, managing director of Clemenger Melbourne, said the feature would help address a major conundrum for the industry.
"There's been a problem with all fashion brands around how they justify the investment they make in runway shows. They're not cheap to put on. They're important for positioning ... but it's really hard to prove a direct sales outcome," he said.
Mr Lamplough said brands had dabbled in shoppable videos and live streaming but they were often clunky and had poor user experience.
![The face of Myer, Jennifer Hawkins, demonstrates the new Catwalk to Cart feature that will debut at the store's ...](/web/20170319025308im_/http://www.smh.com.au/content/dam/images/g/u/z/8/c/y/image.related.articleLeadwide.620x349.guz9nh.png/1489637011545.jpg)
"This is different, for the immediacy of it. Being able to shop there and then is brand new," he said.
While the feature provides Myer with valuable data on its customers, Mr Lamplough assured users it was secure and did not access any of their other personal information.
People without a ticket to the shows can use the Catwalk to Cart feature via a live stream in the Bourke Street store window, as well as on numerous billboards that have been created by oOh!media at the Emporium and at the corner of Swanston and Bourke streets.
Being a mobile site and not an app, Mr Lamplough said there was no issue with load and up to 400,000 people could comfortably interact with Catwalk to Cart.
While the feature has been created exclusively for Myer, Mr Lamplough said it could be used at future Myer season launches and had global potential.
Myer will be hoping for a bounce from its presence at the festival, after reporting a tepid first half in sales on Thursday.
Overall sales fell by 1.3 per cent, or 0.5 per cent on a comparable store basis.
However, chief executive Richard Umbers played up the performance of the company's online business.
"Our omni-channel business continues to grow, with our online business growing sales by 48 per cent due to a much improved customer experience online. This, together with significant improvements in pick, pack and fulfilment, contributed to another half of profit growth ahead of sales growth," he said.
The Melbourne Fashion Festival runs until Sunday. vamff.com.au.