QVC takes commerce to YouTube with its first shoppable pop video, starring Sophie Ellis-Bextor

QVC this week released its first shoppable video, taking commerce to YouTube.

The video, starring Sophie Ellis-Bextor, marked the launch of the television and ecommerce business’ new C. Wonder fashion collection. In the video, Ellis-Bextor snaps her fingers to transform her look, while shoppers can click on each of the eight looks to visit the retailer’s website and browse the collection.

The C. Wonder pop video came as the global retailer looked to boost its etail credentials and remind shoppers that it is more than just a TV shopping channel.

“Our customer spends an increasing amount of time shopping online, so a shoppable music video is a great way to launch the brand in the UK,” said Nick Chalkley, fashion buying director at QVC. “Shoppers can enjoy browsing as they watch Sophie showcase the range and buy their favourite items at the same time.”

The video, created by PR agency Shine @ The Academy, launched on Wednesday, as the collection was due to be showcased for the first time – and it went on to sell out that night.

Chalkey said: “We are extremely pleased with how the launch has gone and it’s a really exciting step forward for QVC UK fashion. C. Wonder means being confident, comfortable and chic and so it’s fantastic that we are able to bring all of these aspects to the QVC customer. Having seen how popular the premiere collection has been, we are extremely excited for the launch of the second collection in May this year.”

In the UK, QVC sells through four TV channels and an interactive website. It broadcasts 24 hours a day, of which 16 are live programming, selling beauty, fashion, jewellery, homestyle, electronics, garden and DIY products.