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Candice Swanepoel was recently featured in a Juicy Couture campaign video

Jewellery brand launches ‘shoppable’ video

2.2 k views | Posted November 19, 2012 | By Dean Millard • Staff Journalist

In another example of the changing face of retailing, international brand Juicy Couture has created a YouTube video that allows consumers to click on the jewellery and be directed to its online shop. Watch video.

The filming of Juicy Couture's California Dreaming

Popular women’s fashion and accessory brand Juicy Couture’s new video is not your typical YouTube-quality flick. Apart from featuring the standard glamorous model parading its jewellery and other accessories found instore and online, this film clip incorporates an interactive element.

Viewers can click on a piece of jewellery or clothing, which stops the clip and quickly loads a catalogue page – allowing viewers to instantly purchase the product.

After buying or browsing, viewers can return to the clip and keep watching, or more importantly, keep shopping.

While the concept of shoppable videos isn’t completely new, this rendition has improved on previous attempts and is perhaps the first jewellery brand using the technology.

A YouTube spokesperson told Jeweller that the software is currently beta version and so details of how it works aren’t available.

Candice Swanepoel in Juicy Couture's video campaign

Juicy Couture, the LA-based fashion label that targets females in the 20-something range, is incorporating the online space as part of its marketing strategy, noting that, “It’s the fastest and easiest way to get our message out there,” according to company president LeAnn Nealz.

The professionally-directed film, featuring South African Victoria’s Secret model Candice Swanepoel, is the focal point around which the company’s new digital and social media strategy is based. The film has been released deliberately in time for the holiday shopping and gifting season.

In the past, brands like Gucci have created shoppable videos within YouTube using third-party technology. Even Target has released a shoppable 11-minute mini-movie.