Shoppable videos

Target’s collaboration with Missoni, debuting in stores next month, also marks the retailer’s first use of “shoppable videos.” A range of brands have been testing this technology, which enables consumers to click on items within a video; then they’re either redirected to an e-commerce page or able to add the item to a shopping cart without leaving the video. Some videos are visually arresting (Gucci and high-end men’s retailer Oki-Ni), some use music video-style storytelling (Canadian sportswear brand Roots) and others use basic stylist tips.