Etam |
Shoppable Runway Show

Etam, the N°1 lingerie brand in France founded in 1916, aspires to put French Liberté on the global map and become the preferred French lingerie brand of women globally.

Etam are well known for their annual Live Shows which showcase the latest collection in a see now buy now manner, mixed in with entertainment.

Etam partnered with Smartzer to elevate the live show to the next level by making it fully shoppable post event. Shortly after the event was live streamed, a shoppable version of the live show edit was released on the Etam website.

Live Show made interactive...

The Etam Live Show featured a wealth of new lingerie items and pyjamas. The objective was to enable seamless shopping from the Show Film on the Etam website imminently after the show. The Challenge was to build the shoppable video experience in a short timeframe, and including a direct add to basket function from the video with automatic optimisation across different markets for languages and currencies.


A bespoke Etam branded shoppable video player template was created for the fully integrated shoppable runway experience. Once the final 21min video edit was finished, the shoppable video was built and embedded on the Etam homepage. Viewers were able to click on the looks on the video to open a popup with all the relevant items, with the ability to choose their size and add the item to their basket without leaving the video. The video also featured a carousel which included all the looks in the video.


The campaign was launched hours after the show and was a success with high engagement across the video. In terms of how consumers used the video, 59.0% of clicks were on the looks on the hotspots on the video and 25.6% of clicks on the carousel with all items. The markets with the highest CTR were the US, UK, Brazil, and Germany.

Interactive example of Feelunique

Case Studies


Beauty retailer Feelunique utilised interactive shoppable video so their customers had an easy navigation from product discovery to conversion. With an elegant pop-up designed, viewers could shop within the video and select their specific variant before selecting to "buy now".

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