Raising the Interactive Shoppable Bar
LVMH-owned Nowness debuted its first shoppable video today featuring five Sadler's Wells dancers and products from Louis Vuitton, Bottega Veneta, La Perla, Kenzo, Maison Martin Margiela and Haider Ackermann.
The "motion touch enabled" piece allows the audience to select items or designers stored in the background of the video and directs users to purchase on third-party websites.
Many retailers, such as Barneys New York and Juicy Couture, have experimented with shoppable shorts using technologies to shorten the path to purchase and translate views into sales, but this marks new territory for the luxury editorial platform as they shift toward monetizing the site while staying true to a highly-creative and differentiated platform.
With digital storytelling as it's foundation – the lack of banners, sidebars or introductory commercials is refreshing. We love the sophisticated, seamless, and artistic approach to advertorials because it optimizes the viewing experience. Check it out here.