Understanding the importance of going digital, chief executive of LMFF (L’Oreal Melbourne Fashion Festival) Graeme Lewsey is advocating the use of digital media to promote the event. LMFF has been tied up with Westfield, which will allow fashion lovers to watch runway shows and purchase products at its online store.
The event believes that the talent of Australian designers will reach wider audiences if they create a strong online presence. As a majority of shoppers today research their products online before approaching physical stores, it is important to market Australian designers and retailers effectively.
With 160 retailers on the website, twelve of the runway shows featured in March will be available to online shoppers for browsing. Shoppers can then select the ‘Shop the Runway’ option to purchase products they like.
Stressing the importance of building an online presence, Mary Lipshut is also set to launch an online retail store of vintage designer clothing. Responsible for bringing Versace, Missoni and Pucci into Australia four decades ago, Lipshut believes that elegance is an investment.
Quality fashion apart, beauty treatments like laser hair removal are now considered great investments for an attractive and well-groomed look. Placing special importance on sophistication, Lipshut’s online store will feature rare vintage clothing from Missoni and Pucci.