By Aimee Chanthadavong

Oroton together with Marie Claire and the Mercedes-Benz Fashion Festival Sydney will be partnering with BuyReply to allow for instant purchases to occur.

Using BuyReply technology, guests of the fashion festival will be able to buy Oroton’s debut apparel collection directly off the runway by sending a one word email or tweet and completing a simple checkout.

“We believe it's necessary to make shopping as convenient as possible. We're seeing strong sales growth from our mobile commerce channel as customers become more comfortable with using their phones as digital wallets,” Angela Serafin, OrotonGroup group marketing manager, tells RetailBiz.

“Providing the opportunity to shop from the runway captures a customer's immediate interest in the product and the transaction process is as easy as sending an e-mail or tweet. It also gives people the chance to own the latest collections ahead of the crowds.”

Guests at the Oroton show will receive a look book with select items available for instant purchase.

BuyReply uses native technologies available on all smartphones and does not require an app download or camera scan to activate a transaction which has been the limitation of similar technologies to date.

Furthermore, Twitter is turned into an eCommerce channel. When guests 'tweet to buy', all of their followers can re-tweet their tweet to buy the same item. Sales can go viral directly off the runway.

As for whether we’ll see this technology in-store, Serafin says there’s plenty of potential for it.

 “Mercedes-Benz Fashion Festival provided a great platform to trial this new technology. Although in its infancy we believe it has the potential to become a popular and efficient way to shop and we will consider using the platform for future tactical activity.”