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Brief Updated: 17 Nov 2014

Shoppable Colour-Changing Asos Vid

Aiming to break the monotonous task of trawling through products when shopping online, UK-based fashion e-tailer Asos has launched a shoppable, online music video to promote its new Autumn/Winter 2014 collection. This includes an interactive function that enables viewers to control the colour palette of the outfits as they appear on the screen.

Viewers can access the Colour Control video via the e-tailer's main site and use a mouse to click on an interactive bar at the top and bottom of the video, which transforms the film into one of five different colourways – red, yellow, green, blue or black.

Rather than simply changing the colours of the featured outfits, each colour-viewing mode corresponds to different looks in the collection, enabling viewers to swiftly explore a number of looks as the video plays. At the end of the film, users are prompted to visit the main site to browse and shop the collection in full, by colour, and subscribe to the Asos YouTube channel.

The video features rising London-based girl group Juce performing their single The Heat, and was devised by New York-based directing duo, Pau Suris and Pau Dalmases of Pensacola Studio. For more on how shoppable films, including music videos, are encouraging buyers to purchase by grabbing their inspiration the moment it hits, see Shoppable Content: Entertainment.

A fun and highly engaging alternative to standard e-commerce shopping, the data accrued by the video interactions will also provide Asos with key insights into consumer preferences – allowing it to potentially rework its collections accordingly. For more on this topic, see Customisation Tools Shape Brand Decisions in Catwalk to Closet, part of our Anywhere Retailing Industry Trend.

For more on smart uses of data in the retail environment, see also Data Tracking & Human Response Monitoring, part of our Future of the Store Industry Trend, Big Data & the New Privacy, and Big Data & Marketing.

For more on key contemporary collaborative hook-ups between the music and retail industries see our upcoming report Music Meets Retail, publishing later this month.