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LVMH Co. Nowness Offers Consumers Opportunity to Shop Via Video

In another move to blend content and commerce, LVMH-owned and curated culture site Nowness is offering consumers a seamless, shoppable video experience.

Nowness announced the new digital experience Monday explaining that customers will be able to click and purchase goods while watching a video that features those goods.

The inaugural film, titled “Mine,” showcases five dancers from London’s Sadler’s Wells Theatre who move into and out of clothing by luxury brands like Louis Vuitton, La Perla, Kenzo, Bottega Veneta and Maison Martin Margiela and the innovative technology integrates a click-to-buy functionality in the background of the video.

But instead of disrupting the natural flow of the 2 minute 45 second video, if a user clicks on an item as the video plays, it simply gets added to a discreet “boutique” in the background rather than providing item-details in a pop-up. An icon at the bottom of the screen keeps count of each item, adds them to the boutique and then viewers can click on the items later to learn product details and find out where to purchase the items.

The beauty of the seamless shopping experience for brands is that the advertising is more organic than overt. For customers, the ease of being able to identify products they like and explore them at leisure adds to the omnichannel experience.

According to a company statement, “This unique functionality will now be available to brands that collaborate with NOWNESS to create inspiring and highly-creative digital stories. This presents a compelling opportunity for premium brands to leverage shoppable video technology in a manner that remains true to an aspirational brand image, while also benefiting from NOWNESS’ network of creative talent and broad, sophisticated user base.”

The film is featured on