CONCEPT CASE STUDY
eBay Endless Runway Turns Fashion Week Into a Shoppable Digital Experience
Why it matters…
Fashion weeks can be exclusive, but livestreaming and shoppable integration flips the script, transforming an elite event into a digital-first experience that anyone, anywhere, can tap into; rethinking resale, access, and engagement.
The opportunity…
Here’s where brands and PR firms can evolve: a virtual runway shouldn’t stop at a stream. To truly stand out against the noise of NYFW offline shows, the campaign should layer in interactive and digital-first touchpoints.
Example touchpoints…
Pre-Show Build Up
Release a “lookbook preview” on social media featuring sneak peeks of archival items, encouraging audiences to guess which designers will appear.
Live Interactive Features
Let viewers vote on their favorite looks in real time, driving engagement while building urgency to shop.
Post-Show Momentum
Repurpose runway clips into TikTok and Instagram content with QR codes leading directly to product pages.
Community Layer
Create a “Resale Collective” digital pop-up on eBay post-show, where viewers can list their own pre-loved designer pieces under the same campaign umbrella.
The strength of Endless Runway lies in its ability to preserve the prestige of a fashion week event while opening the experience to anyone with a screen. But the differentiator will be how well eBay amplifies the digital experience.
For PR firms producing fashion week events, this is proof that digital buzz carries the impact past the runway into the wider market. Suppose you can’t compete with the physical energy of a front row. In that case, you can create a digital-first runway that’s interactive, shareable, and shoppable, turning every viewer into an active participant.
As fashion weeks continue to evolve, brands need partners who can translate physical moments into digital engagement.
Source: eBay Is Teaming Up with Altuzarra, Luar, and Kallmeyer for Another Pre-Loved Fashion Show, Vogue