Click and buy: Fashion brand launches interactive video collection

London – Fashion brand Diesel has launched an interactive online video catalogue that enables viewers to watch, click and buy items. As part of its recent ‘Be Stupid’ campaign, Diesel has created an online video for its latest collection, featuring the embedded purchasing function.

The video features a group of dancing models wearing the brand’s clothing. When a particular item catches the viewer’s eye, they can click on it to pause the video and activate a mini e-shop window in which they can select their size and purchase the item.

With more fashion brands exploring how video can be used on the internet to display new collections, an embedded purchasing function is now turning websites into highly visual, interactive e-shops. This interactive means of enlivening the online shopping experience is explored further in our recent Beyond Retail trend report.