- Mar 3, 2021
The past year has been a weird one. With people told to stay home and events cancelled, it has been hard to find anything to look forward to. However, brands and events have been looking to overcome this barrier to create exciting experiences for viewers to watch online at home.
In 2021, London Fashion Week was entirely digital with fashion shows being live streamed online. 95 brands took part this season with the likes of Bora Aksu filming at the Tate Britain for an exciting and immersive at home viewing experience.
On the LFW website, viewers can browse the collections featured or enter the DiscoveryLAB to discover and connect with fresh, emerging brands. Additionally, the show was fully open for wholesale to shop live and follow links to the designers digital showrooms and contacts for sales enquiries under the 'industry' tab. Fashion enthusiasts could listen to podcasts and read stories about trends, brand origins and more.
LONDON show ROOMS provides an opportunity for emerging British designers to promote their brands to international audiences and Positive Fashion provided conversations about environmental, diversity, supply chain, ethics and responsibility in fashion.
People could also shop live fashion drops and collections from LFW designers and audience participation was encouraged by #LFW to start conversations about the event.
Video interactivity was encouraged by luxury handbag brand SEVDA LONDON. Presented by the British Fashion Council, the form of streaming commerce features women modelling the brands latest handbag release. The viewer can click on the products to find out more and the option to "SHOP" with the call-to-action. The viewer can also click to reveal the side bar that shows the whole collection to shop from the video. SEVDA also features on JOOR, a wholesale platform that supports video interactivity for product viewing. Here, retailers can technically shop live streamed fashion shows after release. This form of streaming commerce is an exciting new way for buyers to virtually view collections.
While in-person shows are prohibited, brands must think of new ways to reach viewers at home. By mastering video interactivity and streaming commerce, brands could reach immersive, inclusive and innovative new heights during LFW 2021.
- Mar 2, 2021
A wholesaler is a distributor that sells products to a retailer in bulk, offering big discounts. But how can interactive video technology help wholesale in 2021?
Technology is revolutionising the practice of buying and selling online. Merchants have been able to connect virtually with clients when face-to-face meetings were prohibited. Interaction video software has been a major contributor to making this happen.
Here are some of the ways interactive video platforms are transforming wholesale:
LE NEW BLACK: 360 PLATFORM FOR WHOLESALE MANAGEMENT
Le New Black helps brands to digitalise their wholesale. Through their sales order app for iPad, sales reps are able to capture orders online and offline, scan barcodes, add and sync styles and prices. Brands can showcase and sell collections 24/7 with a 360 degree, virtual, B2B, online showroom. Retailers can conveniently browse linesheets, place orders, reorders and book appointments. Taking inspiration from the 2020 Fashion week responses to COVID, Le New Black seeks to replicate the benefits of browsing collections in person, online through shoppable video.
JOOR: VIRTUAL APPOINTMENTS AND SHOWROOMS
The interactive video platform supports buying with confidence through dynamic and 360 degree imagery. Brands can share their collections and make shoppable videos and images by adding hotspots. The interaction videos allow retailers to clearly see products online by clicking, zooming and spinning. The dynamic interaction videos provide stylistic content of shoppable designer interviews and runway shows. The call-to-actions encourage a "see now, buy now" philosophy. Brands can also personalise and merchandise looks for virtual market appointments with the edit story board. This adjustable feature creates a bespoke experience for retailers looking to buy products.
Nu ORDER: B2B PLATFORM
Nu ORDER focusses on creating online B2B selling experiences that stand out. By partnering with retailers Nu ORDER provides sales teams and buyers a central place to shop in-season collections and visually plan assortments. Real time product data allows buyers to easily search for products and fill merchandising gaps. Like Le New Black, Nu ORDER features interaction video with an immersive 360 degree virtual showroom bringing products to life online. They also use shoppable video by tagging fashion content with products for easy online ordering. These videos can then be featured on brands ecommerce sites.
Through interaction video, immersive online experiences can be created for B2B trading and wholesale. 360 degree show rooms are a effective at bringing the offline, online. As a result, the future of wholesale and interactive video platforms looks bright.
- Mar 1, 2021
Updated: Mar 10, 2021
MAKING JEAN HUNTING SIMPLE WITH SHOPPABLE VIDEO
French, women's fashion brand, Promod, has mastered the art of video interaction with their new styling campaign:
Everyone knows the struggle of finding new jeans that are flattering and comfortable. With most retailers selling exclusively online, the task can be even harder. However, by using Smartzer's interactive video platform, Promod's video on their ecommerce site gives women the confidence to buy their perfect pair of jeans online.
In the shoppable video style advisor, Valerie, presents Promod's jeans and explains how to style them for multiple body types. The immersive, styling video honestly shows the clothes in action, giving the viewers all the information they need to make a purchase.
The interactive video brings all of the benefits of in-person shopping online with informative styling advice and easy product access direct from the video.
Execution:
Smartzer's interactive video platform allows brands like Promod to tag videos with products to make them shoppable. Items were tagged into the clickable overlay through the Smartzer Product Import feature. Following this, Smartzer helped to integrate the interaction video seamlessly into Promod's campaign landing page by customising the player to match the Promod onsite style. Viewers can now click on the products modeled by various women to choose their favourites from a group popup. The call-to-action "Je Fonce" or "I'm Going For It" takes customers to the product pages to find information or add to their basket.
Explore the campaign here!
Results:
The sleek and stylish interactive video generated an engagement rate of over 55% and a click-through-rate of over 10%. Clearly succeeding in grabbing the attention of the audience while driving customers further down the purchase funnel.
Conclusion:
Promod succeeded in making a creative and informative interactive video. By using Smartzer's interactive video platform to tag videos Promod recreated the offline customer service experience online. As a result, viewers could feel confident to buy their dream jeans online.