VIDEO COMMERCE TOUCH, EXPLORE AND BUY-MILLENNIAL’S NEW APPROACH TO BUY APPAREL ON-LINE
Sudha Misra
Research Scholar,AMET University,Chennai.
Dr. D. Arivazhagan
Head IT Department, AMET University, Chennai
Receiving Date:
2016-03-20
Acceptance Date:
2016-04-15
Publication Date:
2016-05-19
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Abstract
The urban twenty-somethings (18-35 years) are the most avid fashion enthusiasts. They place a high
importance on personal style, are confident in their look but take inspiration from friends, celebrities,
social media and traditional media such as film and television in particular. Through a combination of
their style and their inspirational cues, they use fashion to convey both individuality and belonging.
A large number of them are digital natives and are increasingly getting used to spending time online.
They naturally turn to their computers or mobile devices for distraction and entertainment that they can
consume in short bursts.
They know and understand the power of technology to enable them to be able to stay connected and to
interact in real-time on their terms. They want to create, share, contribute, broadcast, be involved and be
entertained.
A new innovation in the Apparel e-commerce technology is Video Commerce .Weaving online video into
ecommerce sites to enhance the customer web experience is where the action is. Video Commerce
happens when streaming videos lets viewers explore the video by touching a point of interest on the
screen. This technology opens up a new way for internet users to interact with video content.
Four different models were studied to find out how Video Commerce is becoming popular and helping in
apparel online retail.
In one of the model, clothing and accessories worn by the featured artists become shoppable directly
from the video. A little ‘S’ appears atop a scene when some of the clothing on display is available for
sale. One can just hover the mouse until ‘Shop This Look’ pops up and then click and shop.
One of the most famous Italian fashion house is targeting web-savvy shoppers with the brand’s first clickto-buy video for its collections. The new video catalogue allows viewers to scroll over products in the
video and click to buy them.
Keywords:
Video Commerce; philosophy; computers or mobile devices ;accessories
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