Video You Can Shop While You Watch
March 12, 2014 by Dave Haynes
It will shock most readers, but in truth I am not all that well versed in contemporary dance or fashion. But I nonetheless watched this video because of the built-in capability: it’s shoppable.
The online culture site Nowness has started running videos that blend content and commerce.
Nowness unveiled this new experience through a dance film that shows a range of fashion including Louis Vuitton, Kenzo and Bottega Veneta. The Web site will allow all of the brands it partners with on video stories to add the shoppable element, giving luxury brands the opportunity to have consumers discover their merchandise while viewing.
The video is touch (or mouse) enabled, so you can watch the piece and select stuff you like. Instead of stopping the video or doing a pop-up, it puts what you like in a viewing basket. When the video ends, you can look at at each of the clothing articles you saw, as worn by the dancer.
The cost of content on this would be pretty crazy, but the experiential retailing side of this is intriguing. While running a touchscreen version in-store of the online e-comm site for a retailer can add some nice functionality, it’s likely to be pretty utilitarian. Browse, select, and so on.
This, on the other hand, could be a showpiece. And if luxury brands are already producing this online, it’s just then a file and a touch overlay for an in-store version. I am pretty sure this is all done in HTML5.