Musical inspiration: Click to buy makes SSENSE

Los Angeles – E-commerce site SSENSE has released an online music video that viewers can click through to buy items of clothing and jewellery worn by the musicians in the film.

The video features rap artists FKi, Iggy Azalea and Diplo. As they move in the video wearing different items, icons with the letter S appear over each new outfit. If the viewer clicks on it, the song pauses and a new window appears showing each item of clothing the singer is wearing, with the price and a click-to-buy option.

Music videos have long been a platform for product placement. In this Future Media Landscape, SSENSE products and production are converging to catch customers at the moment of inspiration. This is explored in our Instant Inspiration Retail microtrend.