Tag Archives: hangouts

DVF to launch first shoppable Google+ Hangouts

26 Sep

GoogleHangouts_fashion

Google’s latest foray into the fashion space comes in the form of live shoppable experiences though the Google+ Hangouts on Air app.

Through a new partnership with the Council of Fashion Designers of America, designers and retailers will be able to broadcast a multi-person video chat while offering viewers the ability to simultaneously browse and purchase products alongside. That functionality is seen in a right hand bar featuring key products, which it is assumed would line up to the content being discussed.

Designer Diane von Furstenberg (also CFDA president) will launch the feature on October 3 at 8pm EST. Using the tool as a form of personal styling, she will talk about three current trends with five of the brand’s biggest fans – selected especially for the occasion.

Lorraine Twohill, VP of global marketing at Google referred to the initiative as a “one of a kind shopping experience”.

Of course shoppable video at large is something that’s yet to be nailed by the industry, with reasons ranging from the technology that’s enabled it to happen, to the disconnect that is seen through the lean-back nature of video compared to lean-in side of shopping. On that basis however, there’s a lot to be said for engaging the consumer when they’re already thinking about the product (in this instance often the very reason they’re tuning in), and providing the easy ability for them to convert.

The experience marries up to Topshop’s Customise the Catwalk initiative in terms of being able to order straight from the runway through the live video being shown. The difference in this case of course is that the discussion surrounds current season. Rather than encouraging pre-orders, brands and retailers can offer live product; therefore capturing intent and delivering on it immediately.

Other brands set to participate shortly include rag & bone, Rebecca Minkoff, and Rachel Zoe. Google is particularly pushing the app’s relevance for the holiday period – retail’s most lucrative time of year, representing up to 40% of annual sales in 2012. It is calling for retailers to use it to “engage with consumers directly around key items or trends they want to highlight”.

Warby Parker runs Google Hangouts on site at Social Media Week

19 Feb

It might have been all about Topshop’s big partnership with Google during London Fashion Week, but at Social Media Week (SMW), it’s Warby Parker we’re talking about.

The eyewear brand, a long-time social media enthusiast, has set up an installation at SMW’s New York HQ that allows visitors to gain feedback on which frames to choose via a Google Hangout.

A shelf at the stand is filled with glasses, encouraging users to try on different options. Rather than just looking in the mirror, they can log in to a live session where various experts are waiting to share their professional thoughts on which ones to go for.

Those on hand throughout each day include celebrities, influencers, fashion experts and members of the Warby Parker and Google teams, according to a post on SMW’s blog.

Each Hangout is being screened on site, as well as live-streamed on Warby Parker’s G+ and YouTube pages. See a couple of examples from today below.

SMW runs from February 18-22.

 

Lyst turns to Google Plus for backstage Hangouts with key influencers during NYFW

6 Sep

Social shopping site Lyst is set to host live Google Plus Hangouts backstage during New York Fashion Week this season.

The initiative will see pre-show video interviews taking place with influential editors, bloggers and the designers themselves at the venue, while seven other people invited by the platform connect in remotely and ask their own questions.

Fans will be able to watch the Hangouts as they happen live on YouTube, as well as send in questions in advance to be asked by the host.

The first one will take place tomorrow, Friday, September 7, with the Rebecca Minkoff show at 3pm. Hosted by Teen Vogue’s Eva Chen, the coverage will see interviews with Rebecca, as well as with the hair and make-up artists behind-the-scenes.

On Saturday, September 8, the Tibi show will include an interview with blogger Leandra Medine of The Man Repeller.

“Google+ is becoming a great place for people who are passionate about fashion to meet, share style tips and promote new brands. We’ve been impressed and excited by the ways Lyst is using Google+ to connect with fashion enthusiasts and build a global fan base by the hundreds of thousands,” said a Google representative.

After each of the shows, Lyst will send out the video along with a collection on the site of the favorite looks from the influencers interviewed.

Meanwhile, Lyst has also invited Nina Garcia and Olivia Palermo to broadcast their favourite looks live from the runway. This “Live Lysting” program will see them both share their top items with their followers on the platform.

As individuals add them to their own lists, they guarantee an alert will reach them as soon as that item comes into stock in any store worldwide. This runway tracking tool was launched by Lyst a year ago.

“Lyst is all about letting people craft their own fashion experience by following their favorite brands and influencers – in Nina and Oliva, we’ve got two of the industries most exciting curators for our users to follow,” said Chris Morton, CEO of Lyst.

%d bloggers like this: