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Brief Published: 1 Nov 2016

Shop as You Watch Video Content: Mr Porter X Apple TV App

In a first for luxury content-commerce mergers, UK-based menswear fashion e-tailer Mr Porter has launched a shoppable app in collaboration with Apple TV – the tech company’s digital media player/micro-console that streams digital data to TV sets. The concept monetises five years of video content from the editorial section of Mr Porter’s website, The Journal.

After opening the Mr Porter app on either an iPhone or iPad, users can sync it with the shoppable app – by using Bluetooth or wi-fi – and stream content through their TV. Despite Apple not yet revealing sales figures for their media player, according to Park Associates (2016) Apple’s market share of such devices was 50% higher in 2015 than competitors Roku, Google’s Chromecast and Amazon Fire TV.

To browse the content users swipe left or right on the track-pad on the console’s remote control. Swiping up during a video pauses the content and displays an overlaid half-screen carousel of shoppable products. Clicking on a product using the remote control reveals a product page on the user’s mobile device, where they can make a transaction.

Acknowledging the five-year backlog of content, pieces that have been discontinued are replaced with similar, in-stock items.

The app also features additional edutainment driven how-to videos such as ‘How to Pack for a Weekend Away’ and behind-the-scenes interviews and footage such as ’24 Hours With Paul Smith’.

See also Contextual Commerce, Shoppable Content: Entertainment plus Concierge Commerce – for details of Burberry’s February 2016 partnership with the Apple TV app, which linked fans watching the live stream to a tele-concierge for pre-ordering.