Have you ever seen some fire clothing in a music video but wasn’t sure where you could purchase them? Worry no more because now there are interactive music videos where you can get direct links to clothing in the video! Hit the jump to check it out.
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Online clothing retailer Ssense has debuted what appears to be the first music video you can make purchases in, featuring Australian rapper Iggy Azalea alongside hip-hop duo FKi and Grammy-nominated producer Diplo.
The music video is pretty standard for the genre, alternating between L.A. street scenes and close-up, overexposed studio shots of the various stars. What’s different is the “S†icons that repeatedly appear throughout (see below).
Clicking on the icons will pause the video and pull up a page showcasing all of the products — mostly merchandise from high-end designers including Givenchy, Phillip Lim and Christopher Kane — worn in the shot. It’s only a few clicks to add those items to your shopping cart.
Online retailers have been producing shoppable editorial content for some time now: Net-a-Porter and sister (or, rather, brother) site Mr Porter both release weekly online magazines that links spreads to product pages. And Joyus, a women’s retail site launched in early 2011, sells most of its merchandise through 2-to-4-minute shoppable infomercials.
What we find most interesting about the video is the implications it could have for the entertainment industry. It’s not difficult to imagine a time when most — if not all — major music videos were made shoppable, especially given the number of music artists who double as style icons.
And it’s not just clothing that could be made available for purchase: there’s a huge opportunity to push autos, beverages, airlines — you name it.
