Im Mode-Shop vom US-amerikanischen Multi-Channel-Händler Karmaloop gibt es bereits seit über zehn Jahren Streetwear-Fashion zu kaufen. Und seit rund zwei Jahren bietet der Händler mit Sitz in Bosten ein umfangreiches Video-Angebot.
Bei eMarketer spricht nun Marketing-Direktor Giovannah Chiu über die Video-Shopping-Strategie von Karmaloop ("Selling Cutting-Edge Fashion with Video"):
"We wanted to have a multiplatform kind of site—basically a one-stop shop where people can buy clothes, get information and also watch videos. In the beginning, we had a lot of celebrity videos that tied back into fashion. But now on Karmaloop TV we have different channels for social issues, the daily news, conferences and events and fashion shows. We have a channel for comedy. It was just a natural progression to get into video."
Zu Trend-Berichten und Interviews mit Szene-Größen gesellen sich nun zunehmend auch klassische Produktvideos, wie Chiu erzählt:
"For the most part, Karmaloop TV is a content site. But of course we want to tie it back to products because the bread and butter of our business is selling clothing online.
However, we recently implemented Klickable TV. The video on the Buyer Wire features our buyers evaluating the collections. All the products featured on the Buyer Wire videos are available for purchase within the video. You can watch a Buyer Wire video, click on anything and add it to your cart."
Die bisherige Video-Strategie bewertet Chiu in jedem Fall als erfolgreich:
"We know how many people view our videos—it’s anywhere from 100,000 views a week to 500,000 depending on the content. We post new content on the site every day—at least one video per day with a maximum of three or four new videos per day.
We’ve noticed the Buyer Wires, especially, to be helpful because our buyers have authoritative voices on what’s in and what’s happening. We’ve noticed a lot of the brands we’ve highlighted in the Buyer Wire with Klickable are experiencing good sell-through."
Zum Video-Kanal Buyer Wire geht es hier entlang. Beim Schreiben dieses Postings wurden allerdings die Produktdaten in den Videoclips nicht geladen.
Passend dazu:
Kommentare