There’s an interesting debate about shoppable videos in this week’s issue of Marketing Magazine in the UK. In it, I comment on why I’m not yet sold on the idea in its entirety.
Read the full story here – Branded content: watch before you buy – or see below for my extract…
Click-to-buy videos have grabbed the headlines as the industry tries to cash in on the growing appetite for highly creative and beautiful films, but I am unconvinced.
Most consumers do not want to watch a video, especially those any longer than 30-60 seconds, if they are trying to get something out of it. There’s a disconnection between viewing for entertainment and for purpose.
Shoppable content aims to capture consumers at the point of inspiration and the moment of intent, but to do so, it has to work – and easily.
This is not always the case, as one luxury brand learned last year when its shoppable ad simply didn’t work – there was not enough time for the user to move the cursor to click on the item being advertised before the frame changed.
Perhaps Target’s short-film series, Falling for You, provides a better example of where this trend is going to go. Its column running alongside the content featuring items from its collection is like a digital update on product placement.
The concept of the shoppable film is novel, but to work in the long run, it has to be fast, seamless and closer to the nature of online behaviour to have true and lasting cut-through.
Triton became the first Brazilian brand to sell straight from the runway this week; enabling consumers to pre-order its autumn/winter 2013 São Paulo Fashion Week collection while watching online.
According to Vogue Brasil, 30 select pieces including jackets, blouses, skirts and trousers could be purchased, with delivery promised in February 2013 – at least 10 days ahead of the main store drop. While not quite at the speed of Burberry or Topshop with their six-eight week options, it’s a step forward for the digitally-savvy, but somewhat e-commerce shy, South American market.
Triton was encouraging consumers to sign up for the exclusive opportunity via its Facebook page ahead of the event on Monday, October 29. “Even better than watching the Triton show live, is being able to buy what’s on the catwalk, right?” it posted on one occasion. On another it emphasised the limited number of items available, and the ability to buy at the exact same time as the models walked out.
It directed people to a microsite that now shows the YouTube video of the show, a section from which to buy the collection, and a number of additional columns underneath tying in all the social media conversations around the event.
Colcci similarly made its collection available for pre-order during SPFW today.
Some more great stories from around the web surrounding all things fashion and digital over the past week:
- Juicy Couture launching short shoppable film for holiday campaign (as pictured) [WWD]
- Gap Inc restructures brand leadership for global, digital growth [BrandChannel]
- Harrods partners with Stardoll to set up online store selling virtual copies of designer childrenswear [Marketing Magazine]
- Fendi flaunts fall handbag line via Rome-set spy flick [Luxury Daily]
- Bloggers on fashion’s front row [FT]
- Sally Singer named creative director of digital at US Vogue [Fashionista]
- Condé Nast UK expects digital to account for 30% of total revenues in 2014 [Media Week]
- Pinfluencer brings Pinterest contests to brands’ sites, Facebook pages [AdWeek]
The Topshop Unique show held during London Fashion Week yesterday promised to offer consumers a social, customisable and shoppable experience through its live-stream on Topshop.com.
The result? A reported 2m people tuning in from over 100 countries across multiple platforms and devices.
Here’s a summary of some of the rest of the facts and stats from the event:
- A total of 200m people were said to be exposed to images and content from the show, in the main because of its “shoot the Show” tie-up with Facebook, which allowed consumers to share images straight from their video stream
- #TOPSHOP and #UNIQUE both trended globally on Twitter thanks to live-streaming through the platform for the first ever time, and a “tweet-off” invented by Topshop asking for followers to send in 140-character reviews
- Topshop also partnered with Elle magazine for a Tweetwalk that saw images shared live from backstage over Twitter on both accounts moments before they hit the runway
- The result saw Topshop.com clicked on by over 120 countries
- More traffic was generated to the site from the USA on one day than in its entire history. This was highlighted as particularly exciting in a week were the brand has opened 15 new stores in the country through a partnership with department store Nordstorm
- The “Customise the Catwalk” shoppable element of the initiative resulted in pieces selling out from the new collection within an hour
- Make-up products were also purchased during every minute of the show