“The content sector has been one of the most buoyant in the marketing industry throughout the recession, but ‘traditional’ ad agencies have been noticeably absent from it - until now.
So, what has changed? According to Jason Gonsalves, head of strategy at BBH, the missing link up until this point has been a clear, clickable path to purchase.
With the emergence of technology that allows consumers to surf content and click-to-buy as they read an article or watch a video, the proposition has suddenly become much more interesting to ad agencies.”
Read the full article here: brandrepublic
“If there’s one keyword at the centre of the burgeoning fashion and tech scene at the moment, it’s ‘shoppable’. Just as retailers and brands get a grasp on how to handle content, it’s commerce that begins to drive the sector forward again - undoubtedly the effect of greater need for ROI within the social space.
Video has proved one of the most thought-provoking and headline grabbing methods; click-to-buy moving images, as the industry tries to cash in on the increasing appetite for highly creative and beautiful films.”
“ASOS did so imaginatively with a campaign called Urban Tour last year that pulled together street artists from around the world to drive men towards its site. And Danish denim brand Only Jeans did so as well with what it called a “fashion catalogue, movie, game, music video, and the world’s first on demand, online, video, retail environment”. Both won awards at Cannes Lions this year.
The stats were impressive too - ASOS saw 14% of viewers purchase within seven minutes. Accordingly, it’slaunched another series, this time for women for the holiday season under the #BestNightEver tagline. Starring hip-hop artist Azealia Banks (see video above), model Charlotte Free and singer Ellie Goulding, it’s sure to be another runaway success.”
“Yesterday night saw the launch of EDITD’s Editions - a new programme of intimate events bringing ’s – together the most interesting people in the fashion and tech worlds. When fashion and tech combine, the effects are powerful: from the jacquard loom to the industry-wide embrace of online, the collaborations are lasting. So, we got together a bunch of key people at Shoreditch House, dimmed the lights, gave them beer and fruit-mince pies, and enticed them to spill about The Next Frontiers…”
Moderator: Lou Stoppard – Associate Editor, SHOWstudio
Keynote: Lou Dalton - Designer, Lou Dalton Menswear & recent winner of Fashion Forward sponsorship
Farida Kaikobad – Brand Director, River Island
Rosanna Falconer – Head of Digital, Matthew Williamson
Nicola McClafferty – CEO & Co-Founder, Covetique
The next event is planned for January 2013.
“40% of consumers have visited a store or retailer website as a result of watching apparel videos and 34% were encouraged to make a purchase after viewing an online video ad. YouTube’s new external annotations technology, currently in beta, now makes it possible for brands to integrate their videos with their e-commerce in an even more seamless way by creating non-obtrusive and easy to use shoppable videos.”
Juicy Couture is one retailer that has signed up to test this new function - video above.
Technology and fashion mix in a special installation by Hermès in the Selfridges Wonder Room.
‘8 Ties’ by Miguel Chevalier will be live from 10 November until 2 December