[More from Mashable: ‘Lucky’ Magazine to Launch Shopping Site]
Neiman Marcus has released a shoppable video to herald the arrival of stylist and designer Rachel Zoe's first costume jewelry collection.
The video, on the brand's Facebook Page, features dancing models adorned in the vintage-inspired jewelry collection. White circles appear in close-up shots of the jewelry, which viewers can click to pause the video, and view the official product shot and price. Viewers can click "shop" to view the product page, or share the item to Facebook and Twitter.
[More from Mashable: 15 of Your Favorite Books as Bathing Suits]
Below the video, visitors can fill out an 11-question quiz to reveal how much they know about the collection's designer, who first rose to fame as a celebrity stylist.
The campaign borrows from a shoppable music video online fashion retailer Ssense released in April. That video, featuring Australian rapper Iggy Azalea alongside hip-hop duo FKi and Grammy-nominated producer Diplo, features “S” icons above certain clothing items and accessories. Clicking on those icons pulls up a page showcasing all of the featured products, mostly merchandise from high-end designers including Givenchy, Phillip Lim and Christopher Kane.
Neiman Marcus has developed a pattern of picking out successful digital campaigns and reengineering them for their own purposes. Last September, the retailer set up in-store Foursquare hunt in imitation of Foursquare hunts conducted by Jimmy Choo and Mattel in 2010. Likewise, the company experimented with SCVNGR and Polyvore-like styling apps after other fashion brands and retailers had tested their effectiveness.
Elsewhere, Neiman Marcus is pioneering: The retailer is currently test piloting a mobile app called NM Service, which connects shoppers and sales associates in a useful -- and, from what I've seen, unprecedented -- manner. Shoppers are able to able to browse store event schedules, new arrivals and promotions from the app. As they browse, shoppers can favorite products and even arrange for them to be placed in a dressing room ahead of arrival. They can also make appointments and leave messages for associates, and see which ones are on the floor, among other things.
What do you think of the video -- smart sales technique or marketing gimmick?
This story originally published on Mashable here.
- Arts & Entertainment
- Hobbies & Personal Activities
- Neiman Marcus
- Rachel Zoe
- music video