Home >

The Fashion Industry Also Has Fresh Air. Gucci, LV And Other Luxury Brands Try "Shopping Video".

2014/5/26 8:50:00 37

??? 日本語 Fran?ais English 中文

img border= "0" alt= "align=" center "src=" /uploadimages/201405/26/20140526085131_sj.JPG "/" < < > >
 the fashion industry has been blowing a gust of wind. From < a > Gucci < /a > Louis Vuitton, from Kate Spade to Burberry, are trying a brand new interactive media -- shopping video. Shopping video not only allows viewers to understand a product in detail, but also directly clicks the new media in the video window. In the traditional non interactive video, the website address of the seller can not really achieve the click. It is a little cumbersome to need the product website to transform the shopping impulse into real sales. Now with the help of new technology, it is easy to achieve "buy one thing at a time". For example, when you watch the 007 movie, maybe you can buy his handsome suit and Aston Martin sports car. 
 Google has made statistics on video shopping. 40% of consumers will visit the store or buy online after they have seen the video. Another 34% of Internet consumers say they may buy after watching online video advertising. Therefore, the elimination of barriers between buying and watching can make this figure more room for growth. The industry's concern is that in mid March, LVMH's online media Nowness launched a shopping video, which is considered to represent the vane of the video art and fashion industry. The video launched on Nowness is played by 5 dancers from the Sadler 's Wells Dance Troupe. It shows the famous brands such as Louis Vuitton, Bottega Veneta, Kenzo, La Perla, Kenzo, La and so on in a very artistic way. In addition, Net-a-Porter and TheCorner.com of the United States have invested heavily in hiring employees, increasing the development of Shopping Videos. If video is regarded as an infectious way to display fashionable goods, shopping video can create new commercialized paths for Internet video content providers, and bring traffic to e-commerce websites and improve the volume of orders. 
 > a > Video shopping < /a > has created a new way of entertainment and consumption for users. Users can enjoy "immersive" shopping experience by viewing them. For example, the role of a film in the dress match, through the role of the performance of clothing, a full range of effects. Moreover, when the film and TV characters wear different clothes, they show different social occasions and provide a strong demonstration for clothing matching. This is the effect that traditional video advertising and other shopping methods can not achieve. For this kind of cross-border cooperation, we can achieve the precise matching of user needs, and integrate the product advantages of brand and e-commerce with the user flow of video website. But the question is, how can the consumption desire of shopping video be transformed into actual purchasing power? 
 no interference visual experience /p >
 compared with shopping videos and traditional video ads, the shopping video is a two-way process. When watching the movie and TV shows, the users can access the detailed information through links and get more information of the products. Finally, they decide whether to buy or not. If the user is not interested in the information displayed, he can completely ignore it, and it will not affect the continued appreciation of the film and television. 
 the earliest technology platform to launch shopping video is YouTube. In 2013, the "external annotation platform" was launched, and a link was automatically generated in the window area during the broadcast. Although this pop-up causes consumers to draw attention away from the video, it looks a bit like a "little advertisement" on the pole. But this method has achieved a good response. In order to test the effect of the "external annotation platform", the American fashion brand Juicy Couture launched several products, one appeared in the form of links in the video, and the other required users to enter the website to purchase, resulting in the first product selling well while others were unmarketable. 
 although YouTube has a high reputation in the field of video, WireWAX is a real strength faction. The technical strength of the company is not to solve the problem of video shopping through the way of external pop-up, but to really link the links into the real world. This makes the abrupt experience more natural and attracts the cooperation of sports brand Nike, Rip Curl, Tommy Hilfiger and Neiman Marcus boutique department store. Canadian sporting goods retailer Sport Chek's advertisement on WireWAX, the right column has an optional icon, will appear all kinds of products that athletes wear in the movie, and not interfere with the line around the theme characters. As long as clicks will be linked to Sport Chek's e-business website, order immediately. 
 on the Pokeware platform, it also allows the labels in the video to not pop up, making the interactive experience more natural. Adding labels to the bottom of the product is like the "price tag" seen in shopping. Pokeware will remove many restrictions from content creators. Only when consumers click on this tag will they pop up a new browser window, link to the third party website co operating with Pokeware, instead of the original brand official website, so that the content creator (brand) and the e-commerce website can benefit from it. The method of Fluid Retail is more interesting. At some time points in the video, let the goods appear and roll like the merry go round to attract the attention of consumers. In addition, Liveclicker has both the elements of shopping and no impact on the viewing experience: for example, video produced for Barneys brand, when playing the healthy fashion model video, there will be pictures and links of models on the bottom of the synchronized fashion models, which will be very effective. 
 and Touchalize, the French video platform directly embed the button of "click purchase" directly into the video, and more importantly, it will distinguish the geographical location of the video users, because the advertisers not only have fashion industry, family decoration, travel agency or ticket agency, but also include food supermarket, and nearby purchase has become an important factor that can convert video advertising into purchase. In video, users can understand the product price and the specific information of the label by displaying the detailed product information. When users click "buy immediately", they will be directed to a nearest retailer from the location to experience or purchase. In addition to ordinary advertising, Touchlize has developed interactive forms of movie titles, interactive music clips, and many other forms of "shopping video". Whether it's TV shows, sports programs or movies, it allows consumers to book the latest dress or high-heeled shoes when they are watching. 
 "what we want is simply" .
 why? < a > LVMH < /a > will launch shopping video on Nowness such a literary and artistic atmosphere website. Ouadi, director of digital media of LVMH group, said, "the digital world is full of confusion, and what we want is simply." Customer experience is not interrupted because of the additional annotations and banners in the video. It always appears in a "raw and unprocessed" way. "The more savours consumers are, the more content they are, rather than the small advertisements." He believes that "luxury is more of a visual thing. In the next few years, 80% of Internet traffic will be related to video and interactive media." The appearance of shopping videos can bring more value-added to advertisers who promote videos on Nowness. Although it is still a video, adding shopping elements can help improve the sales volume of designated products. What should be more noticed is that Nowness does not make this video full of excessive consumption elements. "Shopping video" really returns to the level of consumer behavior. Only when the consumer behavior data shows the product that the consumer will be interested in, will he be highlighted and recommended for purchase. This means that the video marketing industry is also experiencing a deeper level of behavior change: from the product "aimless" to browse at random, to the precise play of personal taste. 
 in fact, social giant Facebook is also paying more and more attention to the relationship between marketing advertising and consumer behavior. It launched the Graph Search tool in March 2013. Google searches for a complete collection of information from all over the world. Facebook searches for its vast and integrated database, which better peeks at consumers' behavior and expresses their intentions by asking a specific question. For example, when asked "what New York restaurants my friends like," "I took photos with someone last year" and "my friend went to a national park", its function is to enable users to search for information on the social chain. With that, its search range can cover Google's well done, relatively cold Internet content, such as news, text and maps, and it can also cover things that Google has never done well and have no humanity to socialize, such as shopping, dining, social networking, job search, knowledge quiz, etc. in particular, friends' check-in, comments, posts and recommendations can not only help you understand their friends and family members, but also help them know the wider world around them. Of course, advertisers want to orientate this intention, and search advertisements are there. Next, shopping videos are expected to appear on Graph Search, which will be deeply integrated with consumers' information. The most relevant products will appear in social groups in the form of video. 
 for brands, more and more online shopping through mobile clients is also an important reason for them to turn to shopping videos. Because consumers tend to watch videos in the process of moving, their attention is very short. The market and brand need to catch their view with new technology. In particular, technology enthusiasts and many young people are born in an environment full of technology. Watching videos online is a deep-rooted habit. For them, this way of shopping is more interesting and practical. When the video appears, the thumbnail of the product appears at the same time. It not only makes people want to see it, but also has a short sense of existence. It is like a software that burns after reading. It wants people to seize it quickly or else it will be "fleeting". 
 content is Star > /strong > /p >
 to mention how to make shopping videos more attractive, Ouadi thinks that "content is a star" - he doesn't like to use the word "advertisement". He says that those contents are like a nucleus, which is rich in brand DNA, waiting for users to find, share and take away. If a story is interesting enough, it can be spread to more viewers. Therefore, the content of a video often needs to be measured by qualitative criteria, such as whether it is chic, pure or sophisticated. {page_break} 
 > this shopping video on Nowness is called "mine, all mine". When the first dancer appeared, another dancer entered the picture, and the former clothes were instantly transferred to the latter. Then it was thrown into the air and moved to a male dancer. The dress appeared in turn among 5 dancers, and more and more clothes appeared in the air. The last female dancer whirled on the ground, and the clothes were covered on her. When the audience's attention is attracted by those clothes, they can learn more by clicking on the icon when the video is played. At this time, it is not icy commodity information. It is accompanied by video clips. Tell No One, director of the film, thinks that this is like a "label game for clothes". Costumes are like a tag on an actor. Clicking on labels is enough to distinguish between male and female characters. 
 in addition to performing video, Ouadi believes that the story video is more convincing. The brand must nurture the long-term relationship between consumers and brands through story telling. In the shopping video Louis Vuitton launched, "a man, a trip, a landmark handbag" captured the story of 3 bag owners, showing the charm of these handbags by means of microfilm. In fact, Gucci is also the first luxury brand to try shopping video, and 12 products appear in its shopping video. Not all luxuries are at the forefront of the shopping video. The front page of Gucci does not show the new products of the season with traditional catalogues. Instead, it tells people a story of waiting in the 90 second video with cobblestone streets, living rooms and wooden steps. Burberry tells us about the beauty of "Encountering" with 3 videos, and highlights three new series of clothing and accessories of Burberry Prorsum, London and Brit respectively. The story begins with the rain scene in London. A woman meets a man and walks along the sidewalk. After that, Mr.Panes's music is sounded, the pictures flash back, the subtitles are "not yet to be continued", the 3 stories are alternately staged, and the long lens makes every product get the most attention. 
 in Ouadi's opinion, everything about luxury brand is about experience. They start to put flowers and red carpet carefully from consumers' design, until customers enter their stores, whether they are offline stores or online stores. Therefore, not only will we spend a lot of time in making videos, but also let every product get the most attention. The audience can have enough time to savor and respond. Even if there are more angles, it will be a good thing. Through small movements, such as walking, turning and twisting, you will have the opportunity to know how different it looks from different angles, and under different lighting effects, you can get richer information than a single photo. "We believe that video should enable viewers to get the most emotional, impossible information from other media and ultimately create value." 
 "flour is more expensive than bread" 
 although shopping videos can be very encouraging, there are many criticisms at the moment: whether these structural problems can break through determines whether the shopping video can be truly promoted in the future. First of all, watching and buying may be more suitable for fashion show video. Some research data show that the main products purchased by netizens are: Game recharge, computers and accessories, digital appliances, cosmetics and so on. When buying these products, users often hope that the business page is more concise and does not need to load video files. In the field of clothing, jewelry and other fields that video can cut into, the products of businesses are often mixed, and how buyers pick out the right products from the dazzling video, rely heavily on data analysis for consumer behavior. 
 of course, all video programs are pre made, but the inventory of e-commerce websites directed by shopping links is in real time changing. If a garment or handbag on the website is sold out and can not be booked, users will go back empty handed and the shopping experience will be greatly reduced. This problem is especially obvious for luxury goods characterized by a small amount of money. 
 Video shopping still has many technical and cost problems to be solved. The products displayed in the video must be selective and specific, for example, the number of online products registered by Taobao online has exceeded 800 million. Such a huge commodity, once a large number of video modes are used, will bring enormous pressure to the server of the video website and the entire shopping platform. Tmall also announced in 2013 that it would launch a video shopping platform, but so far there is no video shopping page available on Tmall. It has been revealed that Tmall has temporarily closed the project due to the high cost of human resources. 
 it is conceivable that if we can not grasp goods and connect to the merchandise page through a certain technical means, we will rely on manpower to mark and link goods one by one, without talking about huge labor cost input. When the goods are all tagged together, the shopping video will become a cowardly and even unable to survive because of the high cost. In the first two years like Sport Chek, 15% to 25% of the marketing budget was devoted to the advertising of video sites, and in 2014, the figure has increased to 50% of the budget for making Shopping Videos. 
 no matter offline consumption or online shopping, in most cases, the demand of consumers is promoting the shopping behavior, which is an active process. When consumers want to buy a mobile phone, they will search for a specific e-commerce website. Even if they do not know, they can search for commodity information through the electronic business platform search engine, or even search engine, and then search for the price through multiple websites, and finally choose the best purchase. However, it is very unlikely that users will find this type of mobile phone through movies and TV shows. After all, video shopping is the "byproduct" of viewing, rather than the main channel of user consumption. 
 therefore, it is estimated that the cost of making the video is much higher than that of the investment, and only a few luxury brands can really afford the cost. Once the cost of implementation exceeds that of shopping itself, the shopping video is like a beautiful moon, though it still looks beautiful.