Fashion Week is where the biggest designers show off their newest collections. Now Ooyala and B Productions are merging high tech and high fashion by taking these runway shows online.
Ooyala and B Productions delivered live and on-demand video from more than 75 runway shows at this year’s New York Fashion Week. Live streaming runway shows isn’t a marketing gimmick anymore. Showing off a new collection online is a key part of many fashion houses' digital business strategies.
“It’s not only what consumers are watching, but the devices they’re on, the geographies that they’re in, the engagement — what part of the video stream was of most interest, where did they abandon the video,” said Jay Fulcher, chief executive of Ooyala, which ... streamed Fashion Week shows, including those for DKNY, Marc Jacobs, Oscar de la Renta, Belstaff and Tory Burch.
Fashion and apparel brands are using video analytics from Ooyala to gain insights into their audiences and sell more products. For example, if 500 people in the Los Angeles area pause the runway show right when a new dress appears, chances are good that’ll be a popular item in that area.
Russell Quy, president of BLive by B Productions, thinks real-time video analytics provide valuable insights to leading fashion brands: “Our goal is to help our clients not only meet their marketing objectives, but also provide deep analytics, look by look, that they can use in future decisions. Ooyala's rich analytics engine is critical to the Blive platform as we learn how help our clients get true ROI out their live streaming efforts."
If you know the name Anna Wintour, you also know that high fashion is a demanding industry. The brands that B Productions works with make their names by creating provocative designs, and they expect equally provocative online video experiences. Ooyala's ability to customize the video player to match the look and feel of each brand’s site delivers stylish and unique results.
Think video encoding isn't sexy? Talk to Paul MacDougall, director of technology at BLive by B Productions: “We need to encode our video at very high levels in order to show texture, motion, and colors that accurately represent the clothes. Ooyala makes this easy to accomplish.”
What’s the next trend in fashion video? B Productions is already looking into new video technology so consumers can rewind, find specific clips or click to purchase directly from videos.
Did you tune into Fashion Week online? If so, let us know what you thought about the experience. Leave a stylish comment below or tweet us at @ooyala
As always, thanks for watching!