Seek Lets Fans Shop & Discuss Favourite TV & Film Looks

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Euphoria

Capitalising on the taste for fashion inspired by both cinema and the small screen, American social shopping platform Seek lets users discuss and shop products from fashion-forward films and television favourites. Demand for such services is high – House of Gucci’s November release saw a 173% spike in searches for the brand on global fashion retail platform Lyst (Guardian, 2021).

When fans see something they like on-screen, they navigate to the show or film’s page on Seek-shop.com (currently in beta, launching early 2022), which displays the items in a familiar e-commerce grid fashion. Where this isn’t possible – for instance, shows like hyper-popular Netflix period drama Bridgerton – Seek displays pieces that reflect a production’s aesthetic. For example, US lifestyle brand Hill House Home’s popular Nap Dress appears on the Bridgerton page, a series that also sparked a 123% increase in searches for corsets on Lyst upon its December 2020 release (Refinery 29, 2021).

And it’s not just for clothing – related merchandise is key, too. For example, fans of HBO’s coming-of-age (teens, sex and high school) drama Euphoria’s soundtrack can buy it on vinyl through Seek. The network has also created a box set of books featuring the show’s scripts, interviews with the actors and sketches by US actress/model Hunter Schafer, who stars in the series.

Post-launch, Seek plans to build out the curated shops by partnering with costume designers, make-up artists, and other behind-the-scenes professionals in the hope of cross-promoting audiences, and making product discovery easier via new shows (and vice versa). Also planned are social features for fans to discuss clothes and products – details are yet to be confirmed.

For more, see ITV Mainstreams Shoppable TV and Merchtainment.