New York, July 9, 2014 – The Council of Fashion Designers of America (CFDA) and WIREWAX are pleased to announce a new strategic partnership that will bring shoppable video technology to the forefront of fashion marketing and continue to advance tech innovation within the fashion industry.

WIREWAX allows brands to create custom interactive and shoppable experiences with their videos by adding clickable and touchable tags to any moving person or product. The CFDA will introduce WIREWAX to CFDA designers, allowing their members to experience and test the shoppable technology in individualized sessions.

WIREWAX is the only platform which uses intelligent computer vision technology to automatically identify and motion track people and objects in video. This delivers a tangible, intelligent link between the actual object in the video and the interactive touch-point WIREWAX creates, demonstrating deeper levels of engagement and higher rates of conversion. 

Their unique technology has proven to captivate and convert viewers with, on average, 67% of all viewers interacting at least once, doubled engagement times and 14% click-through-rates; allowing brands to connect directly with their audience, to increase brand value and make videos work harder for a better return.

"The partnership we announced today is indicative of WIREWAX’s unique and exceptional approach to interactive video," said Adam Roth, Director of Strategic Partnerships for the CFDA. "We have partnered with WIREWAX because we believe they can help drive innovation within the fashion industry.”

Steve Callanan, CEO of WIREWAX, said, “We are thrilled to partner with the CFDA and work with America's foremost designers and fashion brands. We believe that in today’s world, there are fewer opportunities to engage your audience and brand’s need to make the most of them. We look forward to working alongside CFDA members to empower their vision and foster strong, loyal relationship with their consumers by offering the audience the opportunity to engage directly with their content.”

The announcement follows WIREWAX’s recent success in other media industry circles where the technology was recently utilized in the US broadcaster tbs’ first shoppable TV episode, the BBC’s IAB award winning interactive trailer for Sherlock and USA Network’s interactive Graceland trailer.

WIREWAX has lead the charge in shoppable video - partnering with the likes of Tommy Hilfiger, L’Oréal Paris, Coach, Neiman Marcus, Moda Operandi, and many more.

For more information, please contact: 

Bea DiCarlo                 (646) 455 - 0123 (NYC)

Press kit:


WIREWAX was the first to market in 2010 with its powerful taggable video tool and is still the world’s leading interactive and shoppable video platform serving over 10,000 brands and users. Their proprietary tool allows users to easily and quickly add points of engagement and interactivity to their video content. WIREWAX was developed from a mainstream TV production company - high tech engineering born out of creating experiences for audiences. The WIREWAX platform is constantly evolving to cope with the demands of fast moving medium and time critical executions. WIREWAX employs extensive computer vision technology to quickly and efficiently create compelling interactive video experiences proven to engage and excite viewers.

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