Axonista wins ‘TV Of Tomorrow’ award For Fashion Relief TV
September 9, 2020
Axonista, a global technology firm providing cutting edge solutions in interactive and shoppable video, has won an award for Corporate Leadership in the Coronavirus Era at the TV of Tomorrow Show (TVOT) 17th Annual Awards for Leadership in Interactive and Multiplatform Television. The awards also recognised Disney +, Fubo TV, Zoom, Broadway HD, Peacock, Imagine Communications, Byte Dance, Vizio.
CEO and Co-Founder of Axonista, Claire McHugh said of the award, “We are delighted to be recognised by TVOT, alongside market leading innovators such as Vizio, Peacock and Disney +. Fashion Relief TV is a brilliant example of how shoppable video can help direct to consumer brands pivot when their traditional customer routes are closed off. Lorraine Keane was determined to explore options to keep Fashion Relief alive despite the closure of stores and restriction on movement as a result of the pandemic. Together, we were able to take the best aspects of the real world experience online, transforming what was a highly popular annual fashion show into a digital event, without compromising on the goal of raising much needed funds for Oxfam.”
Mchugh added: “Many of our customers experienced massive acceleration when the coronavirus hit. Axonista was able to quickly get on board and bring our expertise from years of working with leading shopping and media channels to this project. What was an initial Covid-19 workaround has shown how shoppable video has the potential to become a key part of Oxfam’s digital strategy and as the virus keeps shoppers away from traditional stores, we are continuing to see other retailers explore the potential of shoppable video as route to reach their customers.”
In May, when it became clear that Lorraine Keane’s Fashion Relief with Oxfam – an annual sustainable fashion event – would have to be cancelled as a result of lockdown restrictions, Axonista teamed up with broadcaster, influencer and Fashion Relief founder, Lorraine Keane and Oxfam, to create a digital event that would open up the event to reach an even larger online audience than the annual fundraiser.
The Fashion Relief TV channel was designed and built by Axonista in three weeks and has turned what looked like a potential failure into a successful OTT event. Fashion Relief TV has smashed sales targets, selling 60% of stock within two hours of the programme, reaching one-month sales in just eight days, delivering a remarkable 25% conversion rate to basket and opened up potential new markets and international sales channels. What was envisaged as a three-month trial has now been extended indefinitely.
Co-founder of Fashion Relief, broadcaster and influencer Lorraine Keane congratulated Axonista on the award. “Initially we thought it was not going to be possible to host Fashion Relief in 2020 but Axonista’s innovative and focused approach has brought our events to an even wider audience than we previously reached. Every year, we’re overwhelmed with the generosity of our customers, supporters and corporate partners as well as the brands and celebrities and influencers that support us. So, it was so wonderful to be able to switch our offline events online so quickly and provide a quality online experience that brought the rails and catwalk of Fashion Relief straight to our customers, allowing them to continue to shop sustainably and raise vital funds for Oxfam’s work worldwide – all from the comfort of their living rooms!”
Launched on Friday June 12 2020, Fashion Relief TV uses Axonista’s interactive video CMS platform, Ediflo. The always-on platform enables viewers to watch each 30 minute show and shop at any time from any device. On Fridays, Fashion Relief TV updates the shop with new hand-picked clothes, accessories and shoes which can be purchased and posted directly to consumers. Both new and preloved clothes are donated and sold, allowing shoppers to shop sustainably, reducing landfill all while raising vital funds to support Oxfam’s work in some of the world’s poorest and most vulnerable countries, all the more important with the arrival of COVID-19.
Axonista’s technology powers some of the world’s most popular streaming apps. Customers include QVC, Virgin Media, The Home Shopping Network, WaterBear and the Irish Film Institute. Axonista has won numerous awards for its groundbreaking work in video, and was recently named one of the 250 most significant Irish Corporations invested in the US.