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So many brands also have these incredible flagship stores that are already merchandized, everything’s been approved at every single level. On a Tuesday morning, they may be empty, so then you’ve got a video set there. Sometimes, brands are scared because they hear “video” and immediately think a production with 800 people that’s going to be expensive. But actually, they’re sitting on stores that can instantly be turned into studios for something that looks really curated. We’ve seen Whatsapp used by personal shoppers to constantly communicate with luxury clients — video commerce feels like the next step to me. Anything new and tech focused in fashion usually takes a while to land, because luxury is wary of change. But sometimes, all it takes is for one big luxury brand to experiment and then it opens the floodgates to everyone else trying it. We do love a trend. I think we need to be more in the mindset of: what’s the worst that could happen?Most Likely To Queef On Santas Lap Christmas Shirt
Brands are doing such brilliant videos, and product placement is everywhere. But the consumer is being entertained and sucked into a world through video, and they want to buy the wonderful bag they see without having to come out. I think there’s a huge opportunity for enabling commerce where the consumer doesn’t have to come out of the world you’ve created. Imagine you’re watching a film and can click on your screen to instantly buy the shirt the main character is wearing. I’m sure there’s a very clever tech person somewhere working on that. In the more immediate term, I’m observing the new wave of creator storefront platforms and see it’s also all about making it as easy as possible for the consumer to shop. We know how lazy we are — if you have to click out to something, we’re vanished and completely distracted by something else. The future of commerce is about finding the people whose taste and edit is right for you, and then making it easier to shop from that. I feel like here there can be crossover. At this point, when all this tech still feels very new, it should be a space where everyone’s helping each other. It’s just like when e-commerce started. In a way, there was a rivalry, but in reality, everyone needed to be quite close. It’s always safety in numbers when it comes to innovation.
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