Shop-able Video: The Next Generation of Retail Channel?

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22nd October 2013 10:52 - Retail

A recent study by visual classification company WeSEE reveals that 56 per cent of consumers would contemplate using what they call ‘shopable videos’ to make purchases directly from an online video.  Men appear to be more interested in this service than women – as long as the purchase wouldn’t navigate away from the video they are viewing, 1 in 5 men would shop this way.

These findings come after a massively successful London Fashion Week, where for the first time it became clear that online video is becoming increasingly involved in the fashion purchase journey. Younger consumers are more likely to grasp this next phase of online shopping with 32 per cent saying they already watch online videos that offer tips from fashion stylists or designers. Alongside this, almost 30 per cent also watch fashion related shows online or on mobiles, highlighting a massive opportunity for brands to reach younger shoppers through online videos.

London Fashion Week is already leading the fashion pack and becoming more digital, with many brands offering online video broadcasts from the runway shows. It was estimated that 29 shows from LFW would be broadcast live on the dedicated YouTube channel. This is undoubtedly a new and fresh way for retail brands to reach consumers and also opens up a huge opportunity for marketers to target consumers alongside relevant visual content online.

Further findings in WeSEE’s study show that 14 per cent of consumers had in fact seen an item that inspired them to make a purchase while watching an online video which was unrelated directly to fashion. For the first time this September, the British Fashion Council live streamed multiple catwalk shows directly onto its Twitter feed and offered Q&A sessions using Vine.

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