Monday, January 26, 2009

Can we get the J. Crew model to sashay?

[...] the number of online shoppers who watch retail videos grew 40% in a year."

Would you be more likely to buy a product if you could see it in video? I could see that working for apparel. eMarketer has a new report out (only $695!) analyzing how product videos reduce abandoned shopping carts and return rates and just generally improve sales. Customers can even upload videos themselves, which could be fun for all those aspiring models out there!

Then again, I could see some downside. We all know the iPhone 3G doesn't work as fast as they pretend it does in the TV ads. What if I uploaded a video showing how slowly the surfing was on my iPhone? Then again people have already been posting such assumedly unsanctioned product reviews online, like this professional one for the iPhone on CNET, or this slightly more amateurish review for my Dell laptop on YouTube.

There's no question in my mind that video capabilities will enhance etailers' ability to sell over the internet. Yes the zoom function on the Kenneth Cole website is useful when shopping for men's dress shoes. And ultimately, I probably want to try them on before I buy, a perennial issue with selling shoes on the internet. But if I could see someone walk in them, maybe I'd be that much more inclined to close the sale.

1 comment:

isabella said...

Speaking of fashion online….luxury brands are shifting more and more towards online strategy and considering internet as a powerful marketing channel. It is impressive how luxury brands have their on-line strategy in the last few years.
Traditionally fashion luxury brands always invested heavily to develop amazing retail locations to capture clients and make them live a unique shopping experience by creating stunning environments. Now the challenge for these brands is to shift that experience on the web. Initially their website resembled simply to catalogues or magazines, but now the trend is to create an innovative website with a unique atmosphere, enhanced by videos, images and sounds to represent thoroughly the lifestyle and the brands. On Tod’s, Louis Vuitton websites, not only you will find videos and sounds, images of but also behind-the-scenes and making advertising campaigns videos.
Gucci, Louis Vuitton, Bottega Veneta, Jimmy Choo are only few examples of brands that are selling online. Most of these luxury brands discovered that internet is an alternative and powerful selling channel, but only few years ago this was not considered as an option.
Finally, fashion brands are becoming more and more acquainted with new media. Just recently some has started to broadcast their fashion shows online. In 2007 for the first time Armani’s fashion show was live on, and Karl Lagerfield’s collection video was available on itunes.
Now, I don’t think they’ll go for opening a store on Second Life, yet the trend of online marketing and sales have definitively change for luxury fashion brands.