The Star Malaysia - Star2

Shop for red carpet looks


THE red carpet has always been a source of inspiratio­n for fashion fans all over the world, but now it is set to become “shoppable”.

Marketing, media and management company FX Group has teamed up with tech company Mavatar to allow fans to shop red carpet looks via its mCart decentrali­sed market technology, WWD reports.

The events handled by FX Group include the Emmy Awards, the Grammy Awards, the American Music Awards and the Billboard Music Awards, amongst others.

“FX Group and its ecosystem are the natural fit for adopting the first mCart marketplac­e,” said Susan Akbarpour, co-founder and CEO of Mavatar, in a statement. “The FX Group’s customers are the true examples of ‘macro influencer­s’ or mainstream media including TV, movies, magazines and red carpet shows whose power of storytelli­ng set the trends and influence millions of consumers every second. Their content resonates with the consumer, creates emotional connection between consumers and products and prompts them to buy.”

The mCart marketplac­e will let shoppers share their experience with social media followers, as well as allowing brands and influencer­s to see which items are selling, and where, in real time. Using blockchain, it will make it easier for marketers, influencer­s, and shoppers to collaborat­e with transparen­cy.

The move comes as fashion brands increasing­ly turn to technology to relate to shoppers, with labels such as Tommy Hilfiger offering catwalk collection­s that can be immediatel­y purchased via social media apps, chatbots and shoppable livestream channels. Online retailer eBay also launched a “My Fashion Week” campaign last September that consisted of shoppable street style illustrati­ons.

 ??  ?? Janelle Monae arrives for the 60th Grammy Awards in January this year. —AFP
Janelle Monae arrives for the 60th Grammy Awards in January this year. —AFP

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