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The Rise and Rise Shoppable Video

Drapers explores why and how an increasing number of retailers are embracing shoppable video. This News of the day Story is an example of a technological and Social news, because it inolves advances in areas of technoloy due to the shoppable film. It impacts socially because it gives people a new way to shop.

With consumers now watching 100 million hours of video on Facebook and 10 billion videos on Snapchat every day, it has never been more important for retailers to crack watchable and engaging video content. A wave of shoppable videos from big names have been released in the past couple of months, including a live video stream of Gigi Hadid’s much-hyped collaboration with Tommy Hilfiger and a shoppable video for Burberry’s “see now, buy now” collection from luxury online retailer MyTheresa. Ted Baker is another retailer embracing shoppable films. It launched its Mission Impeccable short film, produced by Guy Ritchie, to promote its autumn 16 collection. Centred around a villain named The Needle, who steals fabrics from spy agency T.E.D, customers click on specific points on-screen to add products to their ‘vault’. At the end of the video, customers are shown their saved items and can then make purchases.