Animation, designer duds and the power of instant purchasing come together in Barneys’ latest endeavor—a shoppable spring film called Wild Things.
Created by filmmaker and photographer Barnaby Roper under the direction of Barneys creative director Dennis Freedman, the film stars Kinga Rajzak and follows her through a black-and-white cartoon land while she wears looks by Isabel Marant, Acne, Carven, Rag & Bone, and beyond. Viewers can point, click, and buy as they watch the short, thanks to Liveclicker technology.
Why I’m Curious:
The new video, besides being classic, quirky Barneys, puts a twist on the standard shopping experience by curating collections so users can easily click, shop and share without having to navigate through the site. In addition to the main videos, mini-videos, designer interviews and other content will be part of the mix. The only downside – the shoppable capability is only available on Barneys.com, where the video is shown, so it does have limitations.
Barneys is a great example of a traditional retailer who has made digital a core initiative and isn’t afraid to test and learn. After redesigning their site in 2012, they moved their iconic Warehouse online permanently, have been promoting The Window, an editorial site with a heavy e-commerce tie-in and launched Twitter/Instagram scavenger hunt in partnership with Disney during the 2012 holiday season.
What other brands are doing a good job of integrating their business model with entertaining and engaging content in the digital space? Who is truly embracing the idea of test & learn to discover the best ways to engage their audience?