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Few people have followed this trend as closely as Kay Barron, who spent the last 12 and a half years at Net-a-Porter overseeing fashion features and shopping. “It’s all about curation,” Barron says. “We may work in fashion and take it for granted, but in reality, people are time poor and want to find out how to put clothes together.” Now, Barron has left her position as fashion director to launch her own video commerce agency, Vvend. The agency will act as a creative and strategic partner for fashion brands wanting to sell through live video and shoppable video content. It comes after Barron spent the last five years scaling Net-a-Porter’s own live-shopping feature, leading her to become known as “KVC” for her regular hosting of the multi-brand retailer’s live sessions. Vvend has partnered with video commerce platform Bambuser to provide the technical infrastructure for live-shopping sessions — the platform Barron worked with at Net-a-Porter, where she says it brought significant return on investment (ROI) through increased sales and fewer returns.Ottawa Rozanov 81 Shirt
While live-stream shopping has been big in China for almost a decade, popularized by Alibaba-owned shopping site Taobao, the concept has been slower to take off in the West. Platforms have excelled at fueling big business for amateur collectibles sellers, but struggled to move upstream and become part of luxury’s e-commerce playbook. Experts say much of this is down to Western platforms attempting to carbon copy what’s worked in China, rather than building unique user value for the shopper in the West. Working at luxury site Net-a-Porter, Barron witnessed the tech’s serious revenue-generating potential. The retailer’s live-shopping videos had a 20% higher click-through rate versus other content types, Barron tells Vogue Business, and Bambuser’s data shows Instagram users are nine times more likely to purchase from watching a live stream than they are from another piece of content. Other startups are claiming ground in the space: LA-based live-streaming platform Whatnot raised $225 million in funding at a $11.5 billion valuation last week.
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