Tuesday, April 8, 2008

Video merchandising features coming up...

Now that broadband access has become the norm in major e-commerce markets and CDN/bandwith pricing has come down (thank you Amazon services), clothing online retailers enrich their product pages with video merchandising.

A couple of cool examples:

Saks Fifth Avenue (USA)
Saks has just launched its 'Fashion in action' video catalog, where 17 selected looks from this Spring's collection are spotlighted. Videos are short-length, with a classic TV-style narration and background music. Kudos for the jewelry cross-selling by the narrator while describing a dress.

They've been doing it for quite a while, with their 'Catwalk' video feature, directly accessible from the product page (under the product picture area). Great stuff: extra-short length video of a model wearing the item and walking back and forth on a runway, with a current radio hit song playing in the background.

Videos of models wearing the clothing pieces are really a plus: consumers can see how the item is worn, how it fits and flows on a real person, and from all angles. Also a great way to suggest outfits and full looks, from tops to bottoms to accessories...

Next up I hope: an interactive video, where users can click each piece worn by the model in order to directcly access the product page?

PPR's fashion pure play has just launched its 'Fashion Week' online runway video feature. Select a theme/style and check out men and women models sporting this season's latest fashion. Very nicely done and enticing.

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