Video technology is the bridge for more clothing sales
With the integration of videos by Canadian Ssense, the retailers offer a “between” technology, entertainment and retail and it creates a unique experience and it is used by the company also as an utility
In the newest hip hop video “I think she’s ready” Ssense, clothing retailer, one of the 50 fastest growing companies in Canada, has integrated its urban fashion line. Hip hop artistst FKi and Iggy Azalea are the stars and Diplo the producer. In the video female and male artists are wearing Ssense’s Spring/Summer 2012 fashion collection while a popup tag indicates “shop this look” besides each outfit.
The video was making use of WireWAX interactive tagging technology and by clicking on the popup tag from the video it takes the viewer/purchaser directly to a product section displaying the type of designer shoes, shirts, vests, sunglasses and other accessories worn by the artist in the video.
The fashion lines feature design houses such as 3.1 Philip Lim, Givenchy and Preen. The new hip hop video from Ssense made it to be mentioned by MTV Style and has been posted on a series of music websites around the globe. Additionally Ssense also showcased fashion lines from Alexander Wang, Comme des Garçons, Dsquared2, Lanvin, Givenchy, Marc Jacobs, Maison Martin Margiela and Rick Owens on its website.
The interactive shopping experience has been created by BBH Bartle Bogle Hegarty London who was in charge of a similar video titled “urban tour” for Asos, the largest online retail for fashion and beauty in Great Britain. That video allows the customer to click on a dancer from several different cities such as Shanghai, London and Tokyo and while watching the video there is again a tag inviting for more information about the clothes worn by the dancers.