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.
Alphabet Inc’s YouTube is rolling out a short-form video-streaming service on its platform in the United States as it looks to better compete with rival TikTok in the hugely popular category.
The service, Shorts, let users record mobile friendly vertical videos that can be spiced up with special effects and soundtracks pulled from a music library.
“Starting today and over the next several weeks, we’ll gradually expand our Shorts beta to the US,” YouTube said in a blogpost on Thursday, adding it would weave in newer features on the service like the ability to add text at specific points of the video.
YouTube had rolled out the feature in India in September last year, after TikTok was banned in one of its biggest markets. Shorts currently records more than 6.5 billion daily views globally, YouTube said.
By Eva Mathews; Editor: Anil D’Silva
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.