Shoppable video meets runway for SS22, creating a spellbinding, entirely interactive event for viewers at home.

Luxury fashion has never been so accessible with shoppable video functionality. David Jones mastered the art of immersive Ecommerce using Smartzer's interactive video platform. The gorgeous runway show brought luxury trends straight to the viewer with direct links to buy.

The show explored both men's and women's styles with classic cuts and playful florals. This vibrant and captivating piece of video content combined an originally in-person event with the magic of shoppable technology.


David Jones used Smartzer's shoppable video platform to take their runway show to the next level. Video hotspot technology enabled the Australian retailer to tag their video with clickable product popups. A viewer could click on a models look to bring up all the pieces featured. They could then click the "shop now" call to action to be directed straight to the product display page to make the purchase. This rapidly drove the viewer quickly down the purchase funnel.

The video also featured a shoppable carousel containing all of the looks featured in the show. This allowed the viewer to quickly find their favourite look and reduced the amount of time spent searching for products.


By using Smartzer's interactive video platform, David Jones created a shoppable video that resulted in the following features:

  • Dynamic and clickable overlay tagged with product information

  • "Shop now" call to action button with a direct link to the product display page

  • Click to shop call to action to notify the viewer that the content is shoppable

  • Browsable side bar complete with all the featured looks

  • Bespoke player design, created with David Jones' luxury site in mind

  • Replay screen with a summary of all the products featured in the stream

  • Seamless Ecommerce placement with responsiveness to mobile and desktop screens


David Jones demonstrates how effective shoppable video can be for runway shows and luxury brands. Previously inaccessible events can become inclusive to viewers at home. The instant links to buy make the show an effective piece of video content marketing with the capacity to boost conversion tenfold. The highly engaging interactive format brings an exciting new technology to light within the luxury sector and sets the bar high for other brands to up their shoppable video content game!