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Brief Published: 4 Sep 2013

Lyst: Shopping From the Catwalks


During the upcoming Spring/Summer 2014 catwalk shows in London, New York, Paris and Milan, fashion fans will be able to buy looks from multiple shows on a single platform – thanks to new features added to personalised fashion e-marketplace, Lyst.

Launching alongside New York Fashion Week – the first of the four cities, which runs from September 5-12 – Lyst will give a real-time update of what leading industry tastemakers are coveting from the collections as they see them on the runways, including editors from Vogue, InStyle and the New York Times. This is particularly relevant as it will also be the first time that users of the site will be able to buy looks from various shows as they become available, via a new universal shopping cart feature.  

The concept builds on Lyst’s original Fashion Shows feature, which let consumers add catwalk looks to their own 'lyst' and informed them of when and where they could be bought online (as well as which retailers offered the best price), but forced them to click through to another site to purchase.

The cart, which ultimately aims to make the process of purchasing from multiple brands as simple as possible, launched in the US in July 2013 and will be rolled out globally by the end of the year.

As well as boosting sales, this enables Lyst’s retail partners to plough invaluable data to analyse which collections and looks are resonating most strongly with consumers. The number of users of Fashion Shows increased more than 1,000% from 2011 to 2012. 

For more on how brands are turning the bi-annual shows into selling and data-capturing opportunities, see Catwalk to Closet in our Anywhere Retailing industry trend.