We’ve been having some interesting conversations inside Organic about the video intro piece on J.Crew.com. It’s a nicely executed lifestyle video that succeeds in building associations and emotional values around the brand, particularly with its home video feel.The question is, does it complement the shopping experience by creating a context for the brand, or it does it distract the user from actually getting in and buying the clothes?
It seems J.Crew and other fashion merchandisers are missing an incredible opportunity to build even greater desire on their shopping sites with integrated, lower-funnel storytelling. In other words, it would be cool to click a little video icon next to the shirt I'm interested in, and see a short, entertaining video showing how it can be worn, etc. Maybe the entire collective of short video snippets create a larger story, enticing me to click on items I might not have considered otherwise. Or better yet, see video of customers wearing the merchandise (threadless.com does this well with patron photography and message boards). I suspect there's more of this coming - all the way to point-of-sale. Thanks to Marita and Tomas.
Adam Wilson
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great thoughts adam, marita and tomas.
the jcrew video recently engaged me too a bit. I was thrown off, but at the same time taken in. its impressive how much visual space that video takes up.
recently this site was awarded site of the day by FWA:
www.cicatriz.se/
It would take a lot of work to execute a product catalog in this way. but, it starts to move towards the integration of video into the sale/brand image of the product - much like the direction you were suggesting.
Posted by Justin Powell | June 6, 2007 9:57 AM
Posted on June 6, 2007 09:57
The idea is there and it is cool to see more of this - the homespun factor is a nice depature from OLD NAVY and their McG-esque music video flare. Though you can still do homespun and bring a level of quality to it. Slow down the edit a bit and you could have subtle rollovers that take you to the specific product page.
Posted by Mark Rozeluk | June 6, 2007 3:13 PM
Posted on June 6, 2007 15:13