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My-Wardrobe screens catwalk videos

Online fashion etailer My-Wardrobe has launched a video catwalk function in an effort to boost Christmas sales.

My-Wardrobe founder and chief executive Sarah Curran said the etailer had launched the function in time for the Christmas and New Year party season.

The facility went live last week. The etailer previously sold product via static imagery, but now product including dresses and tailoring will be showcased via catwalk videos on “healthy size 10” models, said Curran.

Next year, catwalk shows styled by theme, such as “rock chick”, or by event, including winter wedding or cocktail party, will also be added.

Customers will be able to shop by individual pieces or buy the entire look via one click.

Curran said catwalk videos would allow the company to build up sales in more challenging product areas. “Categories like dresses are a no-brainer as video catwalks allow customers to see how the clothes fall,” she said. “Denim has been quite a tricky category for us, so we will be focusing on denim too.”

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