Picture this: You’re mid fight scene of your favorite crime drama, and the leading lady runs in to save the day wearing a to-die-for outfit (that would also look great on you). But, as usual, you can’t find it anywhere and have to settle for its not-so-amazing look-alike.
Now what if it was possible to get that exact outfit without disrupting your show?
Lucky for us, some major fashion brands have created the perfect shopping experience with the help of shoppable video technology. And hopefully, if they keep it up, you’ll be able to buy anything you want — down to the accessory — right from your favorite TV show or movie. It’s the type of paradigm shift that could change visual commerce forever.
While that’s still a bit far off, smart brands are creating shoppable videos, allowing customers to see the motion, texture and shape of an item — and connect emotionally with the product and its story. It results in inspiring, on-the-go experiences that shorten the path to conversion and increase the likelihood of purchase by 64-85%, according to Kissmetrics.
But what they’re creating is much more than just advertisements. Ted Baker, Diesel and Kate Spade are starting to recreate the feeling of falling in love with a piece at first sight.
Couture Saves the World in Ted Baker’s Mission Impeccable
Ted Baker’s website features a photo of animated, well-dressed special agents — blinking, looking about, checking the time. But the living photo is just a sneak peak into their action-packed shoppable video, Mission Impeccable, that leaves you feeling like you can be James Bond himself (if only you had the right blazer).
Produced by Guy Ritchie (director of Snatch, Sherlock Holmes), the three-minute video promotes Ted Baker’s autumn/winter collection in classic cinematic fashion. After super villain, The Needle, has stolen something that doesn’t belong to him, only the best-dressed for the job can get it back. If they don’t, the fate of fashion as we know it “hangs by a thread.”
Spy it. Click it. Buy it. Mission Impeccable does a particularly good job of closing the gap between moments of inspiration and moments of action. When a new piece of clothing appears, so does a clear, clickable icon. Tap whatever you like, and the item is added to your cart to view at anytime.
But the success is mainly thanks to the fashion brand’s creative storytelling. Even the non-shoppable Youtube version generated more than 4 million views. And just last Christmas, when the fashion brand tested shoppable video, it saw a 30% spike in sales and overall brand engagement.
Diesel’s Late-Night Model-Cam Goes to Tokyo
To celebrate their 30th anniversary and kick off its Tokyo Fashion Week runway show, Diesel was able to make its #forsuccessfulliving collection available instantly with the help of shoppable video.
Directed by Alexander Turvey, the video and new collection pay tribute to “old school Tokyo,” with designs inspired by rock ’n roll, industrial and sportswear. Using a model-cam, the first part of the video takes you behind the scenes of pre-show shenanigans, following a group of models with total disregard for the rules in downtown Tokyo.
And when a model is wearing an outfit you like, just click to save the piece to your own personal look book, and then purchase once you’ve finished watching.
Diesel’s video really shines by making their runway collection available to buy almost immediately—a practice that’s almost unheard of in the fashion industry. Once again, the brand is closing the gap between love at first sight (on the runway) and final purchase.
— Diesel (@DIESEL) September 6, 2016
#missadventure with Anna Kendrick and Kate Spade New York
As part of its #missadventure campaign, Kate Spade New York is creating videos with some of the funniest women in comedy. Anna Kendrick, Zosia Mamet Ali Wong and Miss Piggy, to name a few. And Kate Spade didn’t stop at just one shoppable video—they created an entire collection of them. It’s more like a TV comedy series than advertising.
Shoppable via the platform Cinematique, the series captures the daily unexpected adventures of three stylish women, because “everyday is one long comedy routine.”
Check out the video below and watch the shoppable version here:
The plan was to put entertainment first, always. The video was even promoted on Vanity Fair and Hulu to make it more TV-like. “Our launch strategy has mimicked the introduction of a new TV season, with a teasing of the season, followed by a cast introduction,” Mary Beech, EVP and CMO of Kate Spade told Adweek.
Each clip represents Kate Spade’s signature style perfectly — effortlessly cool and chic, but never boring. Kate Spade gained even more traction for the videos by keeping up with the story on Twitter. Because who wouldn’t want a fluffy cat purse for their next holiday party?
What’s the future of shoppable video? Curalate Tilt, a vertical, mobile-first video platform that connects consumers to brands and lasts far longer than 24 hours. You’re making awesome vertical videos for Snapchat and Instagram Stories — and then, your content disappears. With Curalate Tilt it doesn’t have to. Tilt brings vertical video to where people are making purchase decisions – your website and apps – and enables consumers to easily go from watching a video to buying what’s inside of it. Learn more here.
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