WeSEE reveals 56% of consumers would consider shopping via online video

New research has revealed that ‘shoppable videos’ might just be the next new thing in fashion, with a fifth of men in particular saying they would be happy to make purchases after watching online videos of the products.

After the recent success of London Fashion Week, it’s not surprise that consumers living within London are particular keen to embrace the technology, with 31% of people expressing a desire to shop via online videos, such as the displayed next to items on the online shopping fashion site, ASOS.

According to the research, carried out by automated visual media content technology company, WeSEE, a third of people between the ages of 18 and 24 use online videos to gain stylist and designer tips on what to wear, with almost 30%accessing fashion programmes on their mobiles or computers.

Adrian Moxley, co-founder of WeSEE, commented: “With this season’s London Fashion Week undoubtedly the most digital to date, retail brands and marketers must look toward new ways of reaching consumers through digital channels. Video is definitely an emerging channel that is increasingly impacting sales of consumer goods, including apparel.

“Our research indicates that there is consumer appetite for new ways of shopping – as content consumption and e-commerce become increasingly intertwined, consumers want to be able to buy the things they see online. This is particularly pertinent to online video as visual stimulation is a mood-enhancing medium and mood is a strong driver of e-commerce. This opens up a massive opportunity for marketers to target consumers alongside relevant visual content online.”