Fashion Relief and Oxfam leads the way in innovation with shoppable video


In March 2020 when the COVID-19 pandemic forced businesses to a halt, Axonista stepped in to help a highly-anticipated fundraising campaign pivot online by utilising the power of shoppable video.


Axonista’s Ediflo video CMS platform was used to build an interactive, shoppable video channel. Built in just three weeks, Fashion Relief TV smashed sales targets and delivered a remarkable 25% conversion rate to basket. More importantly, Fashion Relief TV captured the best aspects of the real world event and brought it online. In doing so, Fashion Relief TV opened up a much bigger audience for Oxfam and Fashion Relief.

Key Takeaways
3 Weeks
The time it took to design and implement the entire shoppable video channel.
Of stock was sold within the first two hours of the first show going live.
The wholly online fundraiser opened up new markets and international sales channels.
8 Days
The time it took to reach the first month’s entire sales target.
Shoppable video is now a viable channel for all stores across Ireland.

About the Project

Fashion Relief was founded in 2018 by Irish broadcaster Lorraine Keane in partnership with Oxfam. With a focus on sustainability, the event helps the fight against ‘fast fashion’ and landfill reduction. Fashion Relief does this through the sale of pre-loved pieces, donated by stylists, stores and fashionistas all over Ireland.

In a few short years, Fashion Relief has become one of Ireland’s biggest fashion fundraisers. With support from leading names in media and fashion, its main event in the RDS brought fashion followers out in droves every year. Queues would form for hours in advance.

When the doors opened, excited shoppers who had queued for hours, clamoured for the best bargains. By January 2020, over €200,000 had been raised by Fashion Relief. Funds have continued to support Oxfam’s work in some of the world’s most poverty-stricken countries.

2020 –  Scheduled to be Fashion Relief’s Biggest Year Ever

2020 was shaping up to be Fashion Relief’s biggest year yet when COVID-19 restrictions brought plans to a standstill. With their keynote Dublin event cancelled, and participating stores shut, the team reached out to video technology experts Axonista to discuss possible online alternatives. Fashion Relief and Oxfam wanted to translate the catwalks, rails and product demonstrations to the small screen and allow viewers to shop safely, and securely, from the comfort of their own homes. Ediflo’s shoppable video technology, which powers some of the world’s leading shopping channels, including QVC and the Home Shopping Network, provided the solution.

Turning Fashion Relief into a Wholly Online Shoppable Video Event

There were a number of project challenges facing the team, made even more difficult because of lockdown restrictions. Lorraine Keane and the Fashion Relief team had any number of desirable clothes and accessories – both new and pre-loved – ready for sale. Axonista had the technology that could create shoppable TV and open the brand up to online audiences across multiple screens. But everything would need to be filmed and coordinated remotely.

The Fashion Relief team set up at-home studios with ad-hoc backdrops and lighting.
Once uploaded to Ediflo, sizes, stock levels, pricing and descriptions were easily added by the Fashion Relief team via Ediflo’s cloud-based content management system.
Using Ediflo’s content management system, the Fashion Relief team was able to choose what products would go live each week and in what order.
Using volunteer models, the Fashion Relief team recorded the video clips which would fill the show each week.
Audio tracks added a professional finish and unified the show clips.
Each show was ‘bookended’ with an intro and outro from broadcaster Lorraine Keane, giving each show its own unique identity and sense of flow.
In the middle of the show, where people would expect an ad break, the show returns to Lorraine Keane. She then introduces a video that highlights the work that Fashion Relief and Oxfam do in less fortunate countries. This segment gives viewers an insight into where their donations go.


On the 12th of June 2020, after weeks of planning and preparation, the first show went live. This was a 30 minute programme that brought high-end and sustainable fashion to online audiences through the medium of video. Thousands of people logged onto the website, and raced each other to view, click and buy their favourite pieces. Fans were encouraged to add the weekly event to their email calendars so they wouldn’t miss out on new bargains each week. The energy and excitement of the campaign was supported with timely social media and PR, driving interest and awareness.

We were really happy to bring interactive video technology to the aid of Fashion Relief. With years of shoppable video expertise gathered from our work with QVC and the Home Shopping Network, it was easy to bring that knowledge to bear for such a good cause. This campaign is truly remarkable, both for its inherent sustainability and meaningful impact on communities ravaged by climate change. These people need our support now more than ever.

Claire McHugh
Axonista CEO

Shoppable Video – Sales Stats
14 -25%
Conversion rate to basket range.
Time average shopper spends on site before making a purchase.
Of buyers return to the show on more than one occasion.
Average conversion rate over the first five shows.
Of all traffic coming from mobile and tablet.

After so much preparation, it was such a disappointment to have to postpone the majority of our Fashion Relief 2020 events. We were delighted to be able to bring Fashion Relief straight to an online audience.

Lorraine Keane
Founder of Fashion Relief

Through the partnership with Axonista we were hugely excited about finding new and innovative ways of engaging with our supporters and donors. Our shows have enabled us to raise vital funds for some of the world’s most vulnerable communities. We also got the chance to work with local businesses that were negatively impacted by COVID. As an organisation, Oxfam has always been on the frontline of new innovations through our long-term development programmes and humanitarian responses. It has been a really exciting to work with Axonista to explore, build and deliver new innovations.

Caroline Reid
Oxfam Ireland

‘Corporate Leadership in the Coronavirus Era Award’ at the TV of Tomorrow Show (TVOT) 17th Annual Awards for Leadership in Interactive and Multiplatform Television
Two gold awards in e-commerce, and experimental new technology at the 2020 Horizon Interactive Awards for excellence in interactive media production.
‘The Innovation & Ingenuity Award’ at The VideoTech Innovation Awards 2020


With Fashion Relief TV, Lorraine Keane, Oxfam Ireland and Axonista have managed to capture all the best aspects of Fashion Relief and replicate them online. What started as a Covid-19 workaround has become something far more meaningful. A 3 month trial has been extended indefinitely. For Oxfam Ireland, the Fashion Relief TV campaign has showcased its ability to lead the way in innovation and resilience.

This outstanding organisation has used the power of shoppable video to truly transform its business landscape. This is even despite the disruption of a global pandemic. Our work has ensured that Fashion Relief’s key strategic goals can be supported today and well into the future.

Check out the project at

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