购物音乐视频：想买什么点什么

    音乐视频中一直以来少不了出现各种华丽的高级定制服饰，从让•保罗•高堤耶为麦当娜设计的锥形胸罩，到亚历山大•麦昆为Lady Gaga专供的犰狳鞋。而现在，一家加拿大的网上零售商希望更进一步，用户直接点击音乐视频，就能购买片中出现的各种服饰。

    SSENSE是一家位于蒙特利尔的网上零售公司。本月初，它在网上推出了自己首支用于购物的音乐视频，名为“我想她准备好了”（I Think She Ready）。它具备嘻哈音乐视频的所有典型特征，从招牌式的慢动作到含糊不清的吐词。与常规视频不同的是，观看者只需要点击视频里出现过的任何一款服装和配饰，就能在线购买它们。其实，时尚品牌和出版商早已走在将内容和商业相融合的前沿。比如，传统的女性时尚杂志，如康泰纳仕集团（Conde Nast，全球最大的杂志出版集团之一，创立于1907年——译注）的《魅力》杂志（Glamour）近期就与秒杀购物网站Fab.com开展了合作，而类似奢侈品在线销售公司吉尔特集团（Gilt Groupe）这样的创新型零售商也制作了自己的内容产品。

    在这段视频中，澳大利亚的说唱歌手伊吉•艾泽拉和来自亚特兰大的一对名为弗吉的组合在洛杉矶市中心大摇大摆地闲逛。她们的行头包括：价值620美元的赫尔穆特•朗（Helmut Lang）低胸装，价值3,310美元的纪梵希（Givenchy）皮夹克，还有130多件其他的设计师作品。用户把光标移到弗吉成员弗斯特戴的墨镜上时，屏幕上就会出现一个互动标签，上面写着“购买此服饰”。点击一下，视频就会暂停，一个窗口随之打开，页面上出现弗斯特全身装扮的分解图，根据不同服饰和设计师名字进行展示。再点击某件物品，会打开SSENSE公司的网站，就能买下这副价值150美元、意大利“超凡”（Super）品牌的墨镜。

    长期以来，音乐视频一直就是亏本搭售的产品，主要作用是推动唱片和单曲的销售。它们还是各大品牌推广产品的理想平台。据市场分析公司PQ Media称，2010年，如果企业想出现在音乐视频中，要花上大约2,000万美元，比2009年上涨了9%。SSENSE公司的创意总监彼得•赫利尔表示，目前互动视频大行其道，应用实例不断增加，《我想她准备好了》这个片子便标志着SSENSE正在努力充分利用这股潮流。他说：“互动秀场、时尚新品目录和视频大片都已经成为时尚公司在线零售战略的一部分。我们很清楚，我们想创造一些非常独特的产品，同时找到一个以前没人尝试过的视角。”

    不过，据奢侈品实验室智囊L2公司（Luxury Lab Think Tank L2）的安德里亚•德里克介绍，能购物的视频并不是一个全新的概念。他说：“2011年初，古琦（Gucci）、波士（Hugo Boss）和Calvin Klein这些品牌就已经推出过能购物的视频了。而波道夫•古德曼公司（Bergdorf Goodman）在其制作的可购物视频里展示过多个品牌和购物链接。”

    Couture has long had a starring role in music videos, from Madonna's Jean Paul Gaultier-designed cone bra to Lady Gaga's Alexander McQueen-proffered armadillo shoes. Now, a Canadian e-tailer thinks it can take the relationship a step further by making it easy to buy pieces right from popular clips.

    SSENSE, based in Montreal, debuted its first shopping-enabled music video, "I Think She Ready," online last week. It features all the typical hallmarks of hip hop music videos, from stylized slow motion to snarled lips. The difference? Viewers can click the video's outfits and accessories to purchase them. Fashion brands and publishers have been at the forefront of blending content and commerce, from traditional women's magazines, like Conde Nast's Glamour, which recently teamed up with flash sale site Fab.com to innovative retailers such as Gilt Groupe, which have created editorial products.

    In the video, Australian rapper Iggy Azalea and an Atlanta duo called Fki strut around downtown Los Angeles, wearing items like a sternum-baring $620 Helmut Lang dress and a $3,310 Givenchy leather jacket, along with more than 130 other designer pieces. Users can, for example, hover their cursor over the pair of sunglasses Fki member First is wearing to reveal an interactive tag that reads "Shop This Look." Clicking that pauses the video and brings up a window breaking down First's look by item and designer. Clicking on an item opens SSENSE's website, where the $150 glasses made by Italian brand Super can be purchased.

    Music videos have long been a loss leader intended to drive sales of records and singles. They have also emerged as an attractive place for brands to push their products. Companies paid an estimated $20 million to appear in music videos in 2010, up 7% from 2009, according to marketing analytics firm PQ Media. "I Think She Ready" marked an attempt from SSENSE to capitalize on the growing use of interactive video in fashion, says Peter Hellyer, SSENSE's creative director. "Interactive runway shows, look books and moving editorials have all become part of fashion houses' online retail strategy," he says. "We knew that we wanted to create something completely unique and find an angle that had not been worked before."

    Yet the shop-able video isn't an entirely new concept, says Andrea Derricks of Luxury Lab Think Tank L2. "Brands such as Gucci, Hugo Boss, and Calvin Klein have been releasing shop-able videos since early 2011. And Bergdorf Goodman has leveraged shop-able videos to curate 'looks' that incorporate multiple brands and link directly to commerce."