Sharing perspectives on the latest trends and tips to help eCommerce brands stay ahead to engage and drive revenue.
Fashion: New York & Company
This interactive, immersive, and fully shoppable experience by New York & Company is a perfect example of just what is possible with the right tools and team. With integrated video clips allowing shoppers to see the clothes in motion on the runway, it’s a powerful way to present New York Fashion Week to the consumer. As shoppers peruse the collection, they can click the shoppable images to add items directly to cart. Incredibly, this experience was created and launched within three hours of the last model walking down the runway. This instant availability is a game changer in an industry that is built on speed and agility. Loyal shoppers have access to items seen in the runway show within the same day, without missing a beat – and incredibly, they can immediately buy those items, too. Experiences like this remove the barrier between the exclusivity of NYFW and the average brand consumer.Footwear: Aerosoles
New York Fashion Week is an exciting and dynamic live experience, but it’s easy to lose this when translating the event to a static web page. Integrating rich and multimedia content ensures that shoppers feel that same thrill they would have if they were sitting first row on the runway. A great example of multimedia content is footwear retailer Aerosoles’ seasonal experience. To immerse the customer in the experience, Aerosoles uses embedded videos that are seamlessly woven into the content. Plus, clickable shop-the-look gifs add a fun sense of surprise that resonates with the millennial market. When it comes to shoes, it’s not enough to have a flat product image; to give shoppers inspiration on how a heel can be styled, interactive and immersive multimedia content is essential. When planning your own 2017 NYFW experience, try integrating shoppable video and gifs, like Aerosoles did, to show how well the shoe completes the collection, without losing the excitement of the live runway show.
Cosmetics: Deborah Lippmann
It’s not just about the collection anymore; the styling of runway models is now just as talked about as the clothes. New York Fashion Week is a chance for cosmetics and beauty brands to showcase their products live, rather than on the flat pages of a magazine. When translating this to a digital experience, it’s important to maintain that sense of reality. Embedded tutorial videos with behind-the-scenes footage bring valuable content to the customer while giving them exclusive access to the runway. Deborah Lippmann does a great job integrating this educational video content in their eCommerce site. Consumers can discover how to recreate the runway looks they love while simultaneously learning about the Deborah Lippmann product line. We love how all the nail designs featured are completely shoppable, allowing customers to easily add to cart without being forced to leave the experience. Including company co-founder Deborah Lippmann herself adds a personal touch, creating that authentic connection all brands strive for.