SSENSE.COM gets a massive round of applause for their creative and innovative genius, combining technology, business, music and fashion into one sensationally well-executed idea:
The World's First Interactive Shoppable Music Video
Online fashion retail is a young and flourishing multi-billion dollar industry. Virtually every retailer has an online shop, and some retailers exist only online. There are shoe sites, bag sites, rent-a-dress sites, and sites where users can buy and sell clothing in an online world not unlike eBay.
The one problem nearly all online fashion retailers encounter is that of how to display their clothing, which is single-handedly a retailer's most important marketing weapon. The visual aspect is the make or break of a sale. Some retailers (like many buy-and-sell websites) display their clothing without a model, like the Toronto based ShopMyClothes.com.
THE VISUAL
#1
The dress on the left is labeled Classic Vintage Dior and is selling for a whopping $3500 CDN. The dress on the right is a $1695 never-been-worn Dolce & Gabbana. Both dresses are probably stunning, quality, figure-flattering dresses well worth the money - but because of these very unflattering drab photos, you'd never guess it. To give ebay and shopmyclothes credit, however, it's not at all the fault of the site: these sites are set up so that users themselves create accounts and post pictures, and the average woman of course doesn't have access to models and mannequins. THE VISUAL
#2
These two dresses are both BCBG and are up on the online giant ebay.com. They retail for between $100-$150 and are presented with the second most popular retail technique, the mannequin. The mannequin was a smart invention and replicates the human body well, and these dresses are definitely presented better visually than the first two examples. However, the lack of movement can be the difference between a final sale and a return: clothing often looks different when moving than it does standing still.
THE VISUAL
#3
The awkward model who looks like she's getting her mug-shots done after a DUI arrest.
Need I say more?
THE VISUAL
#4
I'll give credit where credit's due: popular fashion retailer asos developed a min-catwalk clip to display their products. This eliminates the hanger problem, as it uses a live model visual, while also eliminating the stiffness of a mannequin or a frozen photo of a model. With this clever visual, users can see exactly how the piece looks when worn and in movement, from all angles - without, of course, having to watch an entire fashion show. Smart, but now outsmarted.
THE VISUAL
#5
Yep, a shoppable music video. Entertaining, fun, featuring the popular Diplo, Iggy Azalea, and FKi, and full of lust-worthy clothing. You simply click the small S logos as the music video goes on and it opens up a menu featuring all items worn. From there, you can click onward to the purchase the piece online or resume the video. More outfits would have been great, but the concept is solid and I can't wait for this trend to blow up.
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