Online fashion etailer My-wardrobe has launched a video catwalk function for its site and from next year its customers will be able to create and view their own bespoke catwalk shows, by designer, category or trend, through video tagging.

Founder and chief executive Sarah Curran said the etailer had debated “long and hard” about the merits of adding the video catwalk and had launched for the Christmas and New Year party season.

She added: “Phase two of the launch, with the interactive selection, will come in late January or early February to coincide with the spring 10 season. The exact date will depend on when we have the volume to support a full offer for our customers.”

Curran described sales in the year since July as “exceptional” and “exceeding targets” and said that conversion rates had improved since the incorporation of the catwalk although it had been part of a number of initiatives that had lifted sales.

Catwalk shows such as “show me all things”, “rock chick”, “equestrian” or “leather” will be offered alongside catwalks by event such as “cocktail party” or “winter wedding”. As with My-tv – another
of the etailer’s services on its site – the customer can shop straight from the catwalk.

Curran said the focus for 2010 was on improving the browsing experience for customers and usability. She added that the etailer would be using size 10 models who customers “could relate to” and stressed that this was “very important to me” and reinforced the brand ethos.