Customer engagement with shoppable video content: a luxury fashion perspective

Changing media consumption habits has meant that video has emerged as a key marketing channel for brands. The advent of technology making such video content directly shoppable represents an important opportunity and a number of brands within the luxury fashion sector have begun to integrate shoppable video content into their promotional mix. However, little is known about the communication medium in terms of how it engages customers, how that
engagement manifests and what the consequences are for a brand’s image. The present study addresses these gaps by considering customer engagement (CE) with shoppable video content. Following an exploratory research design, 21 in-depth interviews with female millennial luxury fashion consumers were conducted. Thematic analysis reveals the drivers, the nature of CE with shoppable video content as well as the consequences for brands. From
there, a conceptual model of the phenomenon is proposed. The findings of the present study add to the growing body of CE research with individual customer touchpoints and offer a unique insight into shoppable video content that could form the foundation of future research.