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Fashion week is right around the corner, and this biannual happening can make or break a collection.
For years now, innovative retailers have made the most of fashion week by amplifying their shows via Video Commerce in one way or another, and as your self-appointed Video Commerce advisors, we have compiled a list of the most novel and inspiring cases with concrete takeaways for you to implement this upcoming fashion week.
Let the runway commence.
BOSS: The OG “shop-the-runway”
BOSS is a true pioneer in the Video Commerce space, being one of the first fashion brands to adopt the technology.
One of their first major shows was a livestream from Milan Fashion Week in 2021, launched as a cross-market happening in 13 different countries, with excited viewers tuning in en masse.
The stream resulted in a wave of traffic, engagement and hype about the new collection, which BOSS then followed up with a conceptualized stream “Style like a BOSS” a few days later. Two German influencers were hired to interpret the new collection and give their styling input, again streaming the whole thing to several markets.
The stream had a 27% engagement rate and the collections became one of the best-selling ever.
Read the original case study here.
Never Fully Dressed: Brought Live Shopping to the streets of London
Talk about bridging the gap between online and offline! Never Fully Dressed took to the streets of London in a true celebration of glitter, women and fashion during London Fashion Week - and streamed the whole thing!
The brand had invited and dressed loyal fans and their core-community for an authentic showcase of their pieces, styled and loved by the everyday woman. This approach garnered a lot of attention from the press and broader public, with the stream becoming a huge hit and source of inspiration for those watching at home.
The sheer volume of styling options made sure there was something for everyone to enjoy, and as a result, sales skyrocketed.
Read Never Fully Dressed’s own blogpost about the happening here.
Victoria Beckham: Used Shoppable Video to make a fashion magazine
Have you ever wondered what a shoppable, digital fashion magazine would look like? Then this case by Victoria Beckham Ltd. will for sure interest you!
Victoria Beckham are experts at utilizing Shoppable Video to the fullest extent every time they drop a new collection, and this includes their fashion shows as well.
By turning the parade of different looks into snack-sized shoppable videos and sprinkling them across their website, they not only boost time spent on site, they also skyrocket conversions.
People love to be inspired, and when investing in timeless luxury pieces such as Victoria Beckham clothes, it’s all the more important to know how to wear each item.
Shoppable Video has become a core part of Victoria Beckham’s e-commerce strategy, and we have a full case study you can read here.
Bambuser’s recommendations for a successful fashion week with Video Commerce:
1. Plan and market a dedicated live shopping for your show This will help create hype and anticipation for your new collection. If it’s ready to shop on the day of the fashion show, go ahead and add products to the stream as normal. If not, you can link to pre-order pages to capture sales at the point of maximum inspiration.
2. Make each look shoppable Maximize your content output by turning each look into its own piece of shoppable content and placing it on relevant PDPs. This can easily be done directly from your Bambuser Dashboard and is sure to boost conversion rates and make your e-com much more lively and up-to-date overall.
3. Involve your community If at all possible, involve your community in the happening! For many fashion lovers, attending Fashion Week is an aspirational goal, so why not make it happen? Think invite-only shows shared with your top customers, using your brand’s fans as models or even co-creating with your community’s input on colours and names for the collection.
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