Mysonne Linen Boycott Black Murder Shirt
“You’re giving people as much information as possible, which you can’t get from a still or a simple moving image.” I find it so fascinating, how to sell things to people and how people engage with what they want to buy. The human connection is so important and I think it’s even more integral now. Live shopping is just doing it in a different way, because people are still time poor. It can make someone feel like they are the only person in that store, basically with their own personal shopper. Although younger consumers are the power users for platforms like TikTok and Whatnot, I’ve found that with live shopping for luxury, the consumers that tune in are those who already engage with a brand. That’s often a slightly older demographic, 30s into 40s. So brands should think of it as a way of communicating consistently, rather than necessarily a way of bringing in new customers — although, that can then happen through social channels by repurposing the live content. The people who are watching those lives are customers who are invested in the brand and know it, and they’re tuning in because they want to see what the offer is, what someone’s talking about and how they’re putting it together.Mysonne Linen Boycott Black Murder Shirt
I think because often it’s people in their houses, it’s scrappy, so brands look at that and think, “Oh god, that’s not for us.” But there are so many different entry points for live shopping. It can be personal shoppers doing one-to-one appointments with clients, or a one-to-many video or even customer service. The most important thing is having that video and human connection. It works hand-in-hand with developments in AI and how you sell products elsewhere. It’s about finding the right treatment, the right concept, the creative, the host’s scripting — and that’s just live shopping. Then, with shoppable video, the same approach applies. There’s a way to apply the same luxury and editorial credibility from the rest of a brand’s content to live shopping and shoppable video. And by choosing their hosts and scripting, brands can actually have more creative control than some partnerships with creators, who are not always the best people to sell their product.
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