Fashion Relief and Oxfam Lead 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 to pivot online using the power of shoppable video.


Axonista’s Ediflo video CMS platform was used to build an interactive, shoppable video channel in just three weeks – that smashed sales targets and delivered a remarkable 25% conversion rate to basket. But more importantly, Fashion Relief TV captured the best aspects of the real world experience and brought it online, opening it up to a much bigger audience.

Key Takeaways
3 Weeks
To design and implement the entire
Of stock sold within the first two hours of the show going live
Online has opened up new markets and
international sales channels
8 Days
To reach month one online sales targets
Shoppable video now a viable channel
for all stores across Ireland in the future

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 reducing landfill through the sale of new unwanted items, alongside pre-loved pieces, donated by stylists, stores and fashionistas all over Ireland.

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

When the doors opened, excited shoppers 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.

Providing a Shoppable Video Solution

Fashion Relief TV

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.

Shopping safely & securely in a COVID world

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 now 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.

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.
The Fashion Relief team was able to choose what products would go live each week and in what order with Ediflo’s content management system.
Using volunteer models, they recorded the video clips which would fill the show each week.
Great audio tracks added a professional finish and unified 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 who introduces a quick video describing the work that Fashion Relief and Oxfam do in less fortunate countries. This segment gives viewers an insight into where the funds are going and how much their purchases mean to people living in poverty.


On the 12th of June 2020, after weeks of planning and preparation, the first show went live; a 30 minute programme that brought high-end and sustainable fashion to online audiences through the medium of video. Thousands of people logged on to 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, who need our support now more than ever.

Claire McHugh
Axonista CEO

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

It was such a disappointment to have to postpone the rest of our Fashion Relief 2020 events after so much preparation, so 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 really excited to find a tech driven way to engage our supporters and donors in a new and innovative way. Our shows have enabled us to raise vital funds for some of the most vulnerable communities in the world while engaging our networks and supporting local businesses that have also felt the economic effects of lockdown and COVID. As an organisation, Oxfam has always been on the frontline of new innovations in our long-term development programmes and humanitarian responses – finding the best ways to support people to lift themselves out of poverty. It has been a really exciting opportunity 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
‘The Innovation & Ingenuity Award’ at The VideoTech Innovation Awards 2020


With Fashion Relief TV, Lorainne Keane, Oxfam Ireland and Axonista have managed to capture all the best aspects of Fashion Relief and replicate it online. What started as a Covid-19 workaround has become something far more meaningful. A three month trial has now been extended indefinitely. For Oxfam Ireland, the Fashion Relief TV campaign has showcased Oxfam Ireland’s 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 despite the disruption of a global pandemic, ensuring its key strategic goals can be supported today and well into the future.

Check out the project at

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