Earlier this week, eMarketer reported that video tops online retailers’ lists for advanced features and functions to add this year, according to Internet Retailer, with over 43% of e-tailers planning to add it.
Jason Billingsley spotted a really unique ecommerce innovation using video at DistilledClothing.com. The brand’s entire line can be seen on the home page as the model morphs from outfit to outfit. It’s really remarkable:
Each outfit has product description previews and clickable links to product pages:
And links from product pages to the point in the collection the item is modeled in.
We also have a full hour’s webinar of interesting e-tail innovations in our webinar archive.
Subscribe by RSS
Great video and I can imagine it working really well for stores that are highly branded, but for a new online store a Distilled Clothing like site is SEO suicide.
I can’t deign that this video is very cleaver, but I can’t see anybody actually having the patience to sit and watch the entire video from start to finish it just take too long and the models moody face and awkward movements are uncomfortable to watch. I didn’t have the patience to watch more than three changes, you can skip from outfit to outfit though, which is good.
But the video isn’t seamless and from a shoppers point of view I couldn’t trust that the cloths were being properly represent. Also when you search through the rest of the shop the clothes are just flat shots not on models, which is always a put off.
The best use of video on an online clothing shop I have seen is on ASOS each garment has the option of seeing it been walked down the catwalk, this has definite benefits for a customer because you can see how a garment hangs and moves from multiple dimensions, and you can view only the items that you want to see.
This video is more of a design feature than an informative tool, and as this it is an achievement.