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August 31 2014

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Shop The Row Without Even Pressing “Pause”

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The Row may be one of the hardest invites to score at New York fashion week, but Mary-Kate and Ashley Olsen’s e-commerce-enabled Web site is open to all, and the young duo is at the forefront of innovations in online retailing. The designing sisters have given Style.com an exclusive preview of their first-ever shoppable video, which goes live on www.therow.com later this week. Shot by photographer/director KT Auleta backstage at their Fall show in February and produced in collaboration with the digital agency Moving Image & #38;Content, the clip is enabled with click-to-buy technology that, as its name implies, allows users to shop the video. Want Sasha Pivovarova’s ivory corset and low-slung trousers? Tap the mouse and they’re yours. “We’ve always believed in the power of video to communicate a brand’s message,” Ashley explained. “A few years ago we created a short film to introduce our first holiday collection and it has close to a million views on YouTube. We like the fact that this new shoppable video allows the viewer to engage in the content as well as the product.” Mary-Kate elaborated: “Women today are so busy; we want to make the shopping experience seamless and easy for them.” Anyone who doesn’t get a ticket to the Olsens’ Spring show on September 14 can assuage themselves knowing that their next click-to-buy opportunity will arrive early next year.


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