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QVC launches first shoppable video on Youtube as content marketing steps up a gear

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Leading video and e-commerce retailer QVC is looking to turn Youtube – and video generally – into a sales channel with the release of the first shoppable pop video starring fashionista Sophie Ellis-Bextor, to launch its exclusive new fashion collection, C. Wonder.

The film, created by PR agency Shine @ The Academy, sees popstrel Ellis-Bextor snap her fingers and transform into eight wonderful looks, showcasing the range of chic daywear available to buy from the fashion brand.

Shoppers can simply click on each outfit to be taken to the QVC website to shop one of the eight looks featured in the film and browse the whole collection.

The services only works on desktop machines so far, however, explains Nick Chalkley, Fashion Buying Director at QVC. He continues: “Our customer spends an increasing amount of time shopping online so a shoppable music video is a great way to launch the brand in the UK. Shoppers can enjoy browsing as they watch Sophie showcase the range and buy their favourite items at the same time.” The move is interesting as it starts to showcase how retailers and brands are looking outside of the normal e and m-commerce routes to sell goods and services. While this example is a click through to QVC, there is nothing to say that these sorts of services won’t soon be found as shop windows in their own right, being connected directly to a payment mechanism.

It also showcases how content marketing is becoming ever more sophisticated and starting to blur the line between advertising, marketing and content.

The film features a specially composed song ‘Wonder’ featuring vocals from new up and coming talent Biba to mark the launch of the collection and provide the backing track for Sophie’s, 36, magical wardrobe change dances.

The C. Wonder pop video is part of a sustained push by the global retailer to boost its e-tail credentials and remind shoppers that it is more than just a TV shopping channel.

The C. Wonder range curated by E! Fashion Show Police panellist, Brad Goreski, whose celebrity clients include Jessica Alba, Demi Moore and Jenna Dewan Tatum, is designed for women who are preppy and chic with a modern bohemian spirit.

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