The Etam Croisière fashion show, a much-anticipated event in the fashion world, once again dazzled spectators and brand lovers alike. Combining elegance, sophistication and a touch of audacity, the brand succeeded in breathing a breath of fresh air and accessibility into the highly select world of fashion shows.
"First of all, we chose Live Shopping because it's a highly engaging format. First of all, it's a format that's easily accessible and consultable on the Cultura website. It's a format where, with a chat, we can interact; in other words, we can present products, push them via little capsules in the interface - we have an experience that is hyper interactive and that immediately answers any questions we may have." Adrien Ruiz, Content Project Manager
As part of the launch of its new Croisière collection, lingerie and ready-to-wear brand Etam decided to use Live Shopping to reach a wider audience and boost its brand image. The objective was twofold: to make the show accessible to the entire Etam community, and to create a buzz around the event with exclusive content accessible only on the brand's dedicated landing page.
Live Shopping enabled Etam to reach a much wider audience than the one usually present at physical shows, usually reserved for celebrities, influencers and fashion experts. The feedback was extremely positive, with strong viewer participation and video content creation. What's more, the buzz created around the show enabled Etam to gain visibility and prove, once again, its innovation.
The show was broadcast live at 6pm on May 11 on Instagram and Tik Tok, as well as on the Etam website, then replayed on MyTF1, via the Etam channel. The many influencers expected from various countries were also responsible for spreading the word on social networks.
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