'Mission Impeccable' is the name of a three-minute Autumn/Winter 2016 video marketing campaign from Ted Baker that's entirely shoppable.
The spy-themed video is dark and artful, boasting a storyline of a full short film in just the span of a few minutes, which is highly appealing for young Millennial consumers. The video begins with a "mission briefing," which explains how viewers can add looks to their "vault," view added items and toggle the sound controls for the video. To support the interactive marketing initiative, young consumers are being invited to participate in the video-viewing experience with content across social media.
The interactive film recently kicked off across Ted Baker, Selfridges and Nordstrom to coincide with the launch of NYFW, along with several other technology-focused retail innovations from the brand.
Shoppable Fashion Films
Ted Baker's 'Mission Impeccable' is an Interactive and Shoppable Video
Trend Themes
1. Shoppable Fashion Films - Fashion films are becoming more interactive and shoppable, enabling consumers to buy directly from the video they are watching.
2. Interactive Marketing - Brands are creating interactive marketing campaigns to enhance consumer engagement and experience.
3. Social Media Integration - Marketers are using social media to support and promote interactive marketing campaigns.
Industry Implications
1. Fashion and Retail - Shoppable fashion films offer disruptive innovation opportunities for fashion and retail industries to increase consumer engagement and sales.
2. Marketing and Advertising - Interactive marketing campaigns provide marketers with innovative ways to engage consumers and create brand awareness.
3. Digital Media and Technology - The integration of technology and social media in shoppable fashion films presents disruptive innovation opportunities in the digital media and technology industry.