How Hotspotting Technology Could Connect Fashion Videos to Commerce

Screenshot of Dazed & Confused March Trailer | Source: Pokeware

Screenshot of Dazed & Confused March Trailer | Source: Pokeware

NEW YORK, United States — “Moving image is the future of fashion communication.” It’s a mantra we’ve been hearing from influencers across the industry. Indeed, the number of unique viewers of online video has increased 10.5 percent year-over-year, according to The Nielsen Company, from 127.6 million unique viewers in February 2009 to 141 million in February 2010.

With this kind of reach and rapid growth, it’s no surprise that both fashion brands and publishers are investing in short digital films shot by some of the world’s best photographers and directors.

But while these videos have proven to be powerful and cost effective vehicles for creating emotional connections and buzz online, it’s been difficult to directly tie them to sales figures — until now.

Thanks to a tool called Pokeware, which lets consumers explore and shop products featured in a video, brands can better track and monetise their video content. “Viewers who are interested in elements within the programming (an article of clothing, or an accessory) can explore these items just by clicking,” said Quynh Mai, the founder of Moving Image & Content, a New York-based company that creates and distributes video content and has exclusive rights to deploy the Pokeware technology in the luxury, fashion and beauty industries.

Pokeware has previously been used by powerful media companies like MTV, ESPN and Paramount Pictures. But in March, London-based magazine Dazed & Confused used Pokeware to embed product information about clothing into a video trailer for its March issue.

“On every printed page of a magazine, there is always a credit telling the consumer what the subject in the image is wearing, and sometimes how much [it costs] and where to buy it. Dazed did the same thing, but the content was video and the medium was online,” explained Mai.

“Pokeware helps shrink the distance between desire and consumption down to one click,” she said. Indeed, the technology has the potential to transform glossy short films and videos into highly engaging virtual storefronts.

While sites like Fashionair have broken ground in the way they present shopable products alongside associated editorial content, Pokeware can make the integration more seamless than ever. The tool can also help brands track consumer interaction and performance metrics like click through rates.

But Pokeware isn’t the only player in the video “hotspotting” and metrics marketplace. Clikthrough enables users to browse and buy products like Dior jeans, Adidas trainers and Alexander McQueen sweaters that appear in music videos, while Conciseclick has created interactive videos for Estee Lauder and Mattel.

That said, what makes Pokeware particularly interesting is this: on their website, Moving Image & Content claims that “once affixed to our partner’s content, Pokeware cannot be separated from it, regardless of where and how it is distributed … across all digital media.”

While YouTube runs click-through advertising of its own and generally disables videos that connect to outside urls, with the proper deals in place, this is the kind of technology that could turn a viral video into a virtual shopping spree.

Robert Cordero is a contributing editor of The Business of Fashion

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  1. Very nice

    kang from Shanghai, Shanghai, China
  2. Its interesting to see finally some interesting software coming out. Btw we are working with a great creative/tech company, who has this technology for 4 years already…

  3. PS: Pokeware is far from being fully developed yet!

    * you need to click on the image thumbs under the video to arrive to a still image with the credits, where you are not even able to click on, but has to look for the text link under the video!

    Im sorry but Pokeware needs a lot of more work to arrive to a final product where you gonna convert CTR’s

  4. Hi
    My name is mozhgan . I`m an Iranian fashion designer. I like send my design to an active company.
    I so like the company use of them in its collection if those was suitable. I use of Iranian symbolic and traditional details in my designs.
    I think can you help me have a separate show in your company?
    Best regards

  5. I would recommend to try It allows to make any object inside a video interactive and clickable. Its easy to use compared to other interactivity editors.

    Tatiana from Castro Valley, CA, United States