In all the discussion of shifting fashion week strategies to a more retail or consumer driven calendar, one thing less discussed has been actually facilitating and measuring the shoppable element itself.
For many, being direct-to-consumer and “in-season”, means the products are available in-store or online either immediately after the show or within a period of 24-hours. Other than (hopefully) seeing sales naturally increase off the back of such launches, how do you measure which channels are making the most impact?
Are consumers watching your live stream and then heading to your flagship immediately thereafter? Have they picked up on the images from Instagram and then typed in your e-commerce URL? Same old attribution problems, different day. However, this time, the content you’re putting out really does have immediate resonance, and for once there is a way to drive not only traffic but measurable ROI off the back of video particularly.
Take Rebecca Minkoff for instance. The New York designer launched its #seebuywear strategy this week by showing her spring/summer 2016 show once again (albeit with a capsule collection of 17 new pieces also included). Certain valuable customers were invited to attend the runway in person, other VIPs were hosted in-store, and it was of course, also live-streamed online for the public to see. Needless to say, the collection was available to purchase (some items to pre-order) there and then.
What was particularly nice however, was the literal shoppable element on its videos thereafter too. On its website right now, you can watch the catwalk collection back with “cards” sitting on top of the footage (as shown in the screengrab above) directing you to the specific product pages of the items you might want to click and buy.
Meanwhile, an additional video in partnership with Cinematique introduces a “touchable” element specifically to the accessories shown. Viewers can click on the handbags as they come down the runway to save them into a personal folder. A small symbol on the bottom right of the frame can then be clicked on at any time to open a panel showcasing each piece they saved (as shown in the picture top). From there, they can also access full e-commerce shots and the option to buy.
It’s an interesting evolution for the role of the shoppable video – once something tied to the idea of entertainment, but failing to fully resonate for the fact it clashed with the lean-back and relaxed viewing that goes with such content, rather than the lean-in and fully engaged attitude that comes with fashion week collections. Or that is certainly the hope.
Check out the Cinematique x Rebecca Minkoff experience below. And expect lots more of this sort of work to follow.