Thursday nights new season fashion launch by David Jones was as much about digital marketing as it was about the fashion. Guests sat in front of screens in major capital cities while others viewed the catwalk on their computers, tablets, or mobile phones.
Customers were able to click on items and receive emails detailing the product, it's price, and availability. Next year they will be able to select and purchase items straight from the catwalk vision.
This sort of technology adds real time feedback through avenues like Facebook and Google Search and, although it costs more to stage, David Jones are confident it will reap rewards.