Fashion World updates

NBC Universal Pitching the Tube as Shopping Venue to Viewers and Advertisers

Women's Wear Daily -

Television and cable networks have been trying to sell viewers products through entertainment and sports programming on the tube for more than a dozen years, and now NBC Universal is trying again. The network today revealed that it is launching Shoppable TV, a shopping experience that gives viewers the opportunity to purchase products within the organic environment of their favorite show. NBC used words such as “revolutionary” and “innovative” to describe the capability. However, the demo, which lasts 12 seconds and shows a TV remote activating a QR code, with the next visual showing nine boxes with a tiny shopping cart next to each one, seems low-tech. The demo doesn’t even have any sound. The technology promises to redefine the purchase funnel for NBC Universal partners, and allows viewers to shop in a new way. Further, NBC Universal said this is the first time the technology will be used on national television to activate direct sales. Network television and their parent companies such NBC Universal have struggled to keep up with cable networks such as HBO and Showtime, streaming services such as Netflix, and even e-commerce sites such as Amazon, which has emerged as a powerful player on the awards scene, with Walmart

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As the Kids’ Wear Sector Evolves, U.K.’s Childrensalon Targets the U.S.

Women's Wear Daily -

Whether they’re getting pickier or pop culture influenced, there’s no doubt kids in the U.S. are taking a greater interest in fashion and have more say in what their parents buy for them. With that in mind, the U.K.-based Childrensalon.com is tailoring its web site to the American market where it’s striving to capture a bigger share. “The U.S. market has been growing over the last 10 years through word of mouth, but we want to make the brand more visible to the market,” said Mel Ng, commercial director of Childrensalon. The web site, which takes an elevated approach to children’s wear by merchandising upscale brands and designer lines, has been bolstering its digital marketing and developing content tailored to the U.S. by communicating products believed most suitable to the tastes of U.S. shoppers. On Childrensalon.com, Gufo, Monnalisa, Kenzo, Chloé, Gucci, D&G, Versace, Moncler and Burberry are top-selling brands in the U.S. Last year, Childrensalon generated $13 million in sales in the U.S., making it the site’s second largest market next to the U.K. The Mideast is also a big market but not growing as quickly as the U.S. Total volume for Childrensalon, which ships to 160 countries, was approximately $130 million last year. The

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