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]