Live shopping or why 'live shopping' is the penultimate reinvention of the online fashion business
Through analysis on platforms such as Twitter, which brings together hundreds of thousands of users, real-time video has become a new choice for diversified shopping experiences
By Mar í a Jos é p é rezM é ndez
"Live shopping" is a concept understood in some way depending on the audience, but there is no doubt that it may sound strange to those who are still using traditional e-commerce. But even if spending habits are still changing (online purchases so far are lower than actual purchases), 2020 is a year when the previously booming digitalization is almost mandatory for businesses looking to adapt to the needs of new customers. Online stores have multiplied, and many brands launch their products directly through the Internet. In this case, differentiation becomes more and more difficult, leading to the discovery of effective new formats as a guarantee of success is necessary. New forms, or why not, old formulas can be reworked to update and eventually re-hook. These live shopping can be combined with that kind of telex shopping, for example, Joy (2015), where Jennifer Lawrence's character shows the product through a live TV connection and shows how it works, thus successfully launching his brand. Now, TV has been replaced by computers and mobile devices, and the connection with users is more direct.
So-called real-time shopping (or any derivative) is almost a natural leap for laagam, a local digital brand dominated by ines Stream ideas and a pioneer for Spain to join such sales. "For more than two years, building sales in our community through whatsapp, we did some styling sessions on the last Thursday of this month, videotaping my styling team and me showing off different looks of costumes so they could ask them any questions about the proposed video and get our advice immediately," Stream said. This way of displaying laagam parts attracted more than 3,000 customers (divided into different groups), which prompted them to continue to study direct contact sales methods. The response to the brand's pursuit of constant renewal comes from Asia, where live shopping is increasingly implemented: According to the Mexican version of Fashion Network, "Life Shopping is estimated to be worth nearly $70 billion in China," and Mike George, president and CEO of Qurate Retail. Fortunately, the president of the National Retail Federation commented that the trend began around 2010, "when influencers started using live video apps to bring their fans to New York or Angel Boutiques to share and explain products along the way." The word "haul" in Google produced 1.740.000.000 results, not in vain; "No Boxing," 120,000,000. The dizzying numbers simply indicate that the public is interested in watching video reviews to help them make purchase decisions or discover new products; Finally, they can see their works closer (with the permission of the host).
The company where Arroyo is creative director and co-founder has always been very aware of the importance of video so increasing the frequency from month to week means the effort in graphics and engagement is compensated because, as it says, Let them reach more people and do it. " Meetings have more interaction with the benefits of being able to ask or ask for a specific appearance. " Request not displayed: Laagam operates on demand, eliminating inventory and producing only products previously sold. Because the parts are only available within one week, exclusivity can be achieved and the impact on the environment can be reduced.
The following problems are both logical and inevitable: ' How do these sales work? The company initially used a platform called Live Scale, which is located inside its website and "allows the products presented to be purchased without leaving the scene and using the same chat in which you can interact". However, this is not the case for all facilities. "It was a test with two meetings and while the platform was very easy to check out, we saw people shopping at the end of the scene and we didn't take advantage of the added value of the scene scale," Creek explained. "That's where we decided to move live sales to Twitter."
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Because of its increasing popularity, the platform requires fewer and fewer presentations, but for those unfamiliar with it, it is the most important live broadcast venue today. It was acquired by Amazon in 2014 for just over 900 million euros and became popular through the video game world. The broadcast of online games is just the starting point of a place that can now attract hundreds of thousands of viewers. You know what usually happens with virtual concentrations: Brands will eventually emerge, following the mantra that there are potential customers. Doug Scott, Twitter's chief marketing officer, underlines this: "As long as it is done well, our audience is ready to connect with the brand." In the same interview, Scott highlighted the organic growth of game-free content, which has quadrupled in the past three years.
While the data is favorable, and Twitter's director of business relations Adam Harris firmly believes that "luxury fashion has a place on the platform", there are still not many Twitter entries. Burberry was the only one flirting with the platform: That's where he marched in spring and summer 2021. "It's a bit difficult to connect [the younger generation] to the brand and its activities, but through Twitter, you already have a community with live experience," Harris told Vogue Business International. "People are able to see something and comment on it in real time at the same time, which opens up many opportunities." Laagam has already experienced: According to their other co-founder, arroyo, sales "soared", giving them "the best sales day since covid started". More than its first approximation, which has increased by more than 60%, emphasizes that in addition, "efforts are made to sell during and after" because streams are saved and provided in deferred form. This is not trivial because it allows users to discover later that they spend an average of about 95 minutes a day connecting, according to Twitter data.
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Talking about good numbers driving real-time video can be thought of as a result of good video numbers already experienced on other social networks. The push for such content by companies such as Facebook or Instagram is obvious (many of the updates from both companies fall into the video category), and the success stories of highlighted events are built around audio-visual content and buying experience, which are currently (probably not for a long time) separated. But there are already more or less hybrids, with viewers involved in more connections and switching to shopping via video, such as fashion brand Reserved, which "boosts recognition of its new range by adding survey stickers to its Instagram store". ' Target? "Choose what Kendall Jenner should wear." ' Result? Improve brand image recognition by involving potential customers.
This participation-focused strategy can be seen in many companies, which can also be mentioned (in addition to laagam and its co-design, they also pay special attention to houses, such as mois é snieto or pol studio) finesse, who have found a way in artificial intelligence to detect the trend of customers voting and buying, thus relying on on-demand models. Its video strategy is also noteworthy, with its founder Ramin ahmari describing the company as "zara meets netflix". More attractive, impossible.
As magnetic as resolution is that these real-time purchases can ease one of the main obstacles to online purchases to some extent: If the brand doesn't care about this process, it lacks advice and cold experience. "We've seen from the beginning that customers like this new way of getting close to it, and most importantly, eliminating the friction that can sometimes occur when shopping online," explains ines arroyo. Removing that barrier means 20% of Laagam's monthly turnover will be sold via whatsapp, and now, on Wednesday night, the hours of its streaming sales will peak again.
For her and the company, this display system also means "safety for customers, so the process of hesitation may be reduced" because they can see everything in the scene and appreciate the moving clothes, as well as an extra style. For the industry, "by increasing innovation, the industry can develop and further adapt to the digitalization provided by technology". As a result, they only appreciate positive things and "now it's more about physical experience depending on the pandemic and not allowing it to move on," he concluded. "We must reinvent ourselves and use new technologies to continue to provide convenience for customers."
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