In the new OUT world, fashion retail will need to work hard to overcome new obstacles to a successful export strategy. Follow our blog from next week as we share tips and advice for how your business can survive Brexit.
Not emoji but video is the new lingua franca of the internet:
Is the internet becoming a big video distribution network? Twitter certainly thinks so. A tiny London-based start-up has created a tool that allows you to upgrade the resolution of your not-so-good home or brand videos, improve the motion compensation (for non-tripod off the shoulder wobbly shots correction) and can correct about 20 major video faults. The magic trick is that no humans are involved. The company name is Magic Pony
and as you guessed… it is magic. $150m bought Twitter 11 guys, 20 patents and a company mascot in the shape of a pony. This solution will cut the costs of post-production and let the editors focus on more creative things. Impressive.
Not millennials, but a goldfish generation:
Six-second videos on Vine were borne out of humans turning into goldfish due to our uber-short attention span. But not many brands could tell their story in such a short clip, which Twitter has acknowledged – they’re now rolling out 140-second clips
. Creatives will like it, goldfish and internet users not so much. We think it’s just an excuse for the brands to spend more money, as it’s hard to justify big budgets on a mere 6 seconds. But will anyone watch the new, long-view versions? Hashtag LessIsMore.
E-com, you better get moving:
70% of IP Internet traffic is already dedicated to video, as Netflix-and-chill takes hold of global audiences. However, this is only the beginning, as Cisco forecasts this will grow to 82%
by 2020. For e-commerce needs this won’t be a minute too soon, as still images with no sound and just hundreds of flat catalogue pages are really not fit for the 21st century. Expect shoppable videos
to become the norm by 2018 as Christian Louboutin, Kate Spade and Topshop all explore videos where you can click on a garment and buy the image by clicking on a still photo.
Shoppable videos? A no-brainer:
London-grown FashTech start-up Smartzer
is offering a fairly simple tool to add a link to products on a video without a techie’s help. Who doesn’t like seeing fashion on a lanky moving model
, where you can check out the flow of the fabric and how it fits a moving body? Smartzer claims that shoppable videos or content get 9x click-through compared to still pages. Give it a try and admire the analytics that come with the platform. Marks & Spencer is currently trialling it out. Well done to the CEO, Karoline Gross!
Not just video but active VR is the future. For 140,000 internet cafes in China, the sit-down format of playing computer games is coming to an end. A Chinese fund is investing in Virtuix Omni
, which is an arcade-format for Virtual Reality games. Customers can stand up on an interactive pod, using special sensor-equipped shoes, and experience their favourite shoot-them-ups by jumping, running and squatting when the incoming fire gets too dense. Expect all those slightly overweight gamers to acquire Adonis-like bodies.
Do you need help with your shoppable video or in-store staff training videos? For your digital content and training videos aimed at employees contact hello@TheRetailPractice.com – here’s an example of an online video tool we developed for our client Hunkemöller.