Why Matches Fashion Is Investing More In Shoppable Video

It wasn’t until Matches Fashion started seeing results that the online luxury retailer began investing more in its in-house video creation team. This year, Matches expanded its video team from one employee to six to support a marketing agenda that aims to produce about one video per week. The strategy: Anchor video content around the retailer’s exclusive capsule collections and designer-driven trunk shows, which are important sources of revenue and drive 30 percent of the company’s total sales. To make sure the company is seeing an actual return from the time and money spent on its video output, each one is shoppable. The retailer has been working with shoppable video platform Cinematique for the past three years to create shoppable videos that typically revolve around the announcements of new collection drops, like a barely-minute-long spot that showed Virgil Abloh, the designer of the brand Off-White, styling a model in the newest collection he had designed exclusively for the site. The videos, which live on Matches Fashion’s online content blog, as well as Facebook, are product-heavy, with most featuring around 70 items in the course of their two- to three-minute runtimes. Read more at Digiday.