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Jeremy Scott’s missed opportunity in ‘unshoppable’ Katy Perry Super Bowl XLIX collection

KatyPerry_sharks

One of the great add-ons to Katy Perry’s performance during last night’s Super Bowl was the fact limited edition merchandise was instantly made shoppable to those viewing via Twitter, YouTube, Shazam and connected TV devices from Samsung, LG and Roku.

According to Variety, the deal was established between Universal Music Group and halftime show sponsor Pepsi. It was powered by San Francisco-based interactive commerce provider Delivery Agent, with Visa as the exclusive payment service.

When the star hit the field kitted out head-to-toe in Jeremy Scott, you’d be forgiven for thinking this great shoppable integration was about to involve him too. I certainly did.

Head over to Forbes for insight into why Scott not being involved (especially given his experience producing Moschino collections immediately made available for purchase) was a huge missed opportunity.

By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

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