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Shopping, Celebrities and Content Collide in “Click My Closet” Digital Series

A new digital series plays into the rise of shoppable, interactive video, offering viewers an inside look at celebrity wardrobes and stylist relationships while making the fashion seen in the show available for immediate purchase.

“Click My Closet,” a series of five-minute episodes created by Clickable Media Group and featuring stars such as model Petra Nemcova and actresses Jaime King and Ashley Greene, depicts these high-profile influencers partnering with trusted stylists to get their fashion fixes.

Shoppable videos quickly are growing in popularity among consumers, who say the medium is more memorable (43 percent) than static images (36 percent) or text (18 percent), Fung Global Retail Tech said in a report. HubSpot research confirms the trend; 54 percent of 1,000 surveyed consumers said they prefer video for receiving marketing information from brands versus 41 percent who’d rather get promotional content in image-based form. As screen sizes on smartphones expand and mobile data speeds accelerate, consumers are spending more time watching videos on their devices anywhere, anytime.

Early adopters such as digital innovator Burberry and high-end labels such as Sandro and Ted Baker already have experimented with shoppable video; one of Burberry’s efforts offered shoppable runway videos in which consumers could purchase looks fresh from the catwalk—advancing the “see now, buy now” movement. Fung Global Retail Tech cited data from online video editing firm Magisto that U.S. companies’ investments in digital video jumped to $135 billion last year.

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Now, “Click My Closet” further capitalizes on the opportunity for content-driven commerce with a multi-brand, entertainment-based approach targeting millennial women ages 18 to 35. “Recognizing the shift to digital-first distribution and a socially driven marketplace for content, Clickable Media Group is producing differentiated content that combines entertainment (viewing) and interactive (clickable) elements within its video programming,” George Greenberg, CEO of Clickable Media Group, said. “Each episode builds on a unique story that draws upon the lives, lifestyle and fashion of our celebrities’ and explores the personal relationship with their trusted stylist.”

Clickable Media Group executive Gary Morgan, who co-founded the new series, said the company was motivated by its learnings as the founder of Splash News, the entertainment industry-focused photo and video agency. “We recognized that the most searched item for celebrity images was what they were wearing,” Morgan explained. “This was the inspiration for ‘Click My Closet,’ which gives consumers the ability to know exactly what a celebrity is wearing and shop that same look with one click.”

The show will include a selection of affordable and aspirational styles “priced from mass to class” to appeal to a wide range of viewers, Clickable Media Group said. Greene’s episode, for example, will highlight a $22 double-breasted jacket from Zara and $73 Made-in-USA RE/Done Raw Edge denim alongside $588 Balmain jeans and pricey footwear from Jimmy Choo.

Greene said she was “immediately intrigued” by the idea for the “Click My Closet” series. “In addition to the clever concept, I loved that my publicity agency had the foresight to enhance their role as storytellers by creating the type of short-form content that they know resonates with fans, while simultaneously building my brand in the fashion space,” Greene noted. “It’s a natural evolution and I’m excited to be on the ground floor.”