The Business of Fashion
Agenda-setting intelligence, analysis and advice for the global fashion community.
Agenda-setting intelligence, analysis and advice for the global fashion community.
The video platform will test the related products feature, announced on Monday, in between the recommended videos to views scrolling below the video player. The beta trial will appear only in the US.
The integration of product detection would have implications for influencers, making it easier for them to share products and shopping content in their videos. It would also have benefits for YouTube, which would presumably get a cut of any sales made from these product links, and could create a new feature that recommends videos that include similar products.
The trial emerges as part of a pilot of new features tested by YouTube since January 2020. The experiments have included testing a new comment section on mobile, from April 9, 2020, to testing out AutoPlay Button in the video player, from May 26, 2020. The platform has also began testing more options for product discovery and purchase from January 14, 2021 where YouTube tested a new way to shop, including a shopping bag icon on videos where creators list certain products. YouTube is following in the footsteps of platforms like Instagram, that have integrated more direct shopping features to the platform in recent years.
”The goal is to help people explore more videos and information about those products on YouTube,” stated YouTube in their blog statement.
The app, owned by TikTok parent company ByteDance, has been promising to help emerging US labels get started selling in China at the same time that TikTok stares down a ban by the US for its ties to China.
Zero10 offers digital solutions through AR mirrors, leveraged in-store and in window displays, to brands like Tommy Hilfiger and Coach. Co-founder and CEO George Yashin discusses the latest advancements in AR and how fashion companies can leverage the technology to boost consumer experiences via retail touchpoints and brand experiences.
Four years ago, when the Trump administration threatened to ban TikTok in the US, its Chinese parent company ByteDance Ltd. worked out a preliminary deal to sell the short video app’s business. Not this time.
Brands are using them for design tasks, in their marketing, on their e-commerce sites and in augmented-reality experiences such as virtual try-on, with more applications still emerging.