How did the brand identify Live as an innovative promotional tool?

For the first time, Etam presented its Croisière fashion show live via Live Shopping, transforming the way the public interacts with the brand and its collections. This exceptional fashion show offered viewers a unique and immersive shopping experience, without leaving the comfort of their own homes.

Etam - A must-see fashion show

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

Key points

• Creating an immersive experience for customers
• Strengthen brand visibility and raise brand awareness
• Creating an exclusive and accessible experience

Context

Develop your retail media strategy with Live Shopping

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.

The solution

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.

By digitalizing its fashion show, Etam has succeeded in bringing its products to life by making them accessible to the general public.

• A promotional campaign ahead of Live
• Creation of a landing page dedicated to the world of fashion shows
• Live in an exceptional location - Saint-Tropez
• A show co-branded with the famous Café Sennequier
• Cross-channel distribution for a 360° presence
• Analysis of video engagement, sales and impact on ROI.
• Live replay has been optimized and published on dedicated product pages, and shoppable video shorts have been added.

Planning and organization of Live in 2 months

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.