Teleshopping 2.0 – live stream shopping has now (finally) arrived in Germany. While the more advanced form of teleshopping is already generating billions in sales in China, many e-commerce retailers were still sceptical about live shopping. But since this year, well-known companies such as Douglas, Mac Cosemtics and Bunte have been regularly offering their products live in a stream. In this blog post, we want to look at some very ambitious fashion retailers: About You.
Fashion Week in Berlin in September 2021 marked the start of live shopping. Combined with influencer marketing and prominent advertising media, the classic fashion show became a mega event. One component of the marketing surrounding Fashion Week was several live shopping shows with designers such as Guido Maria Kretschmer, Lena Meyer-Landrut and Marina Hoermanseder. The collections were not only presented alone on the catwalks, but also by the designers themselves in a live shopping show. Due to the great success, About You decided to continue with the live shopping concept.
Since April this year, a show has been broadcast regularly every two to three days in the evening. The live shopping takes place both on the website and in the app. The basic concept is the same every time: two presenters showcase several complete outfits in around 30 minutes. Viewers can ask questions about the fit or similar in the chat, which are then answered immediately by the hosts. While the live show is shown in a box in the centre of the screen, all the garments shown can be found to the right. One click takes you to the product page. Meanwhile, the stream continues to run as a smaller window in the bottom right-hand corner. Once the viewer has placed the blazer or something else in the shopping basket, they can return with one click. This way radically minimises bounce rates.
The variety of products is huge. The theme is usually seasonal, from Christmas outfits to suitable sportswear in summer. About You engages designers such as Guido Maria Kretschmer, celebrities such as Lena Gercke or content creators such as Carmushka as presenters. They announce the live stream in advance on their channels and thus create a high level of awareness. All live shopping shows that are broadcast can still be accessed on the website afterwards and can be watched as often as required.
Live Shopping and About You: a match made in heaven. The effort and costs involved are probably not small. But it seems to be worth it for the fashion retailer from Hamburg. However, there are no reliable figures or a press release on the motivation. It remains to be seen to what extent live shopping will continue to gain a foothold in German e-commerce.
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