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Anya Hindmarch solves handbag disorganization with ecommerce videoBy
British accessories label Anya Hindmarch is showing consumers how to get organized with a new video feature on its Web site.
Anya Hindmarch’s “Chaos & Order” shows objects typically contained in a handbag floating through space seemingly in zero gravity, which is a nod to the brand’s planetary-inspired spring 2014 collection. Because the video is connected to product listings, consumers will be more likely to buy, since the path to purchase is shortened.
“Anya Hindmarch is trying to communicate its timelessness,” said Sebastian Jespersen, CEO of Vertic. “The bag is as fashionable today as it would have been in the 60s, and they show that by including iconic items like postcards and a Leica camera.
“They put order to chaos, with the bag bringing structure to the items flying around in space, to show there is room for all the items in the bag.”
Mr. Jespersen is not affiliated with Anya Hindmarch but agreed to comment as an industry expert.
Anya Hindmarch was unable to comment directly.
Suspended in air
Anya Hindmarch’s video is featured on the homepage of the brand’s Web site. When consumers click on the video, they are taken to a page where they can watch the film as well as browse images of products featured in the video.
The video begins by showing a single pair of tortoiseshell glasses floating through a grey atmosphere. Following that, an envelope, hairbrush, makeup compact and nail polish converge on screen.
As the camera backs up, consumers can see an even larger array of items floating in space. A camera, photos, ticket stubs and safety pins hover around each other.
Pouches by Anya Hindmarch in different styles and colors then take over the screen.
The objects that were previously floating with no particular order form a line. Safety pins arrange themselves in careful rows. Items then fall neatly into the pouches.
After close-up shots of a grey tote bag, which point out the handle and the metal feet on the bottom of the handbag, the pouches filled with the “chaos” fall into the bag along with a diary.
The bag then levitates upwards off the screen.
During the credits, the bags featured are listed by name.
Anya Hindmarch “Chaos & Order”
Along with the video is the ability to shop the items featured, which means consumers do not need to search the brand’s ecommerce site for the products pictured.
In addition to the specific products listed at the bottom of the page, there is a “shop the film” link about the video that takes consumers to a page where they can view an assortment of tote bags and pouches that will help them get organized.
Anya Hindmarch posted a link to the Order & Chaos page to its Twitter and Facebook, but did not embed the video so consumers could watch and share directly from either social platform.
The video is also published on YouTube, with a link to shop the collection.
“The movie is too long for Web,” Mr. Jespersen said. “It takes 56 seconds before you see their products.
“Consumer attention span are shorter online than offline,” he said. “My guess is they will see a high abandon rate.
“Anya Hindmarch needed a clear call to action. There is no reason to share the video besides the nice execution and it does not inspire to purchase.”
Mr. Jespersen added that they would have been better off making the video clickable with direct links to the products.
Anya Hindmarch has been consistent in its digital marketing for its spring/summer 2014 collection, keeping to the outer space theme.
The brand is letting consumers create personalized, whimsical star charts to build momentum for the brand’s planetary themed spring/summer 2014 collection.
On Anya Hindmarch’s “What Planet Are You On?” microsite, users can find out their astrological signs and planetary chart at their time of birth and then share it with their social networks. Because this content is not specific to the brand, the test will be of interest to more than just brand fans, giving Anya Hindmarch the opportunity to spread awareness (see story).
Knowing what is in someone’s handbag interests consumers, and brands have found ways to use that concept in their digital marketing.
For instance, U.S. label Michael Kors propelled ecommerce through an ongoing fan-inspired digital campaign titled “What’s in your Kors?” that focuses on fashion accessories for certain holidays and allows consumers to shop selected items.
The millennial-focused initiative incorporates DestinationKors.com, Instagram and Twitter and shows off items that consumers can immediately purchase from the brand’s Web site and stores. Michael Kors is likely aiming for a boost in ecommerce with the click-to-purchase option (see story).
To get more views, the release of this video should have been wider.
“Anya Hindmarch is looking for awareness and positioning,” Mr. Jespersen said.
“There is no added value in going to the site and watching the video,” he said. “They will have to drive traffic away.
“They are not really utilizing the traffic in to further engage in buying or find dealer. They could have made the normal version available on the various video platforms and posted a special version on the brand site. It does not make any sense not to have it on social media or blogs.”
Sarah Jones, editorial assistant on Luxury Daily, New York
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