PatBO, a Brazilian women’s fashion brand by designer Patrícia Bonaldi, witnessed an impressive 300 per cent surge in e-commerce revenue after a Live Shopping session during New York Fashion Week, done in collaboration with VTEX, a global digital commerce platform. In this live event on 9th September, over nine thousand viewers tuned in to witness the Summer 2024 collection streamed directly from the New York Fashion Week catwalk. This marked the first time customers could purchase the pieces right as they were unveiled. The 20-minute live broadcast, facilitated by the VTEX Live Shopping App, garnered 16,000 likes and over 1,000 comments, showcasing the feature’s prowess in reinforcing brand influence and customer loyalty. The release of these recent statistics has caught the attention of fashion tech enthusiasts and other labels, propelling them towards live video shopping platforms.
Daniela Jurado, Executive Vice President at VTEX North America, stated in a press release, “Public engagement during live shopping sessions significantly drives up sales for brands.”
Alongside the 300 per cent revenue increase, PatBO saw a 79 per cent rise in average order value and a 125 per cent increase in the number of orders placed on their e-commerce platform during the broadcast of their New York Fashion Week show, compared to non-live broadcasts.
Patrícia Bonaldi, the founder and creative director of PatBO, expressed her excitement about the fusion of technology and fashion. “Teaming up with VTEX and pioneering this Live Shopping experience enables us to offer an immersive experience to our customers during New York Fashion Week, allowing pre-sales of all showcased products,” she added.
Other labels, such as Nica Yusay known as Fashionica, also embraced live shopping, inviting viewers to shop during their livestreams. Staud, an LA-based lifestyle fashion brand, also benefitted from the livestream shopping at the Fashion Week, in partnership with digital platform, Whatnot.
