French Connection Youtique hit or miss?

French Connection show how a brand can engage consumers by introducing a new way to shop for clothing via social media. However, while consumers say YouTique is “amazing” and the “future of online shopping”, very few discuss purchase intent.

French Connection has recently launched an interactive YouTube online shopping boutique called YouTique that is heralded as “online shopping like you’ve never seen before”. Consumers can navigate through YouTique interactively by clicking on the options to see videos of style tips and reviews of individual items of clothing. If a consumer wants to make a purchase, they click on the item as it appears on the screen to be directed to the online store. Consumers can also share comments in the same way as for any YouTube video.

WaveMetrix social media monitoring shows that consumers “love” the “awesome” YouTique concept that “takes social media to the next level” and is the “future of online shopping”. However, using 100% human analysis, WaveMetrix can ascertain that while consumers discuss the concept and user experience, very few discuss purchasing French Connection products.

Consumers talk about the concept and user experience of YouTique, but do not discuss French Connection products:

• Consumers say the French Connection YouTique is an “amazing step forward”: They think the YouTique is a “great idea” and that it is “really cool” and “awesome”. Some also argue that it “takes social media to the next level”, is the “future of online shopping” and is “pushing the YouTube boundaries”. Others add that a YouTique will “soon be common place” for fashion brands and French Connection are “innovative” and “leading the way” with their “excellent marketing”
• Many praise the “interactive fashion experience”: Consumers praise the “great” and “inspiring” user experience with the “inherent value of video content”. They say the “excellent digital experience” is “perfect for people who can’t go to the mall” and “want to see what clothes look like”. However, a few complain that the “clickable bits are not working” or say they “will not buy online because of the size issue”
• Consumers have mixed opinions about the execution of the YouTique videos: Some say the presenter, Louise Roe is “absolutely lovely” and “like” the male models. However, others say the “bad” music is “monotone” and “having models in a video is boring”

Few consumers discuss their YouTique purchase intent:

• Around one in ten consumers indicate that they will “probably” purchase French Connection clothes through YouTique: They are “intrigued” and “won over” by the “incredible” YouTique and “can’t wait to try it out”

• Very few say they “probably will not” purchase via YouTique: They mention the “size issue” as a barrier to buying clothes online

• The vast majority of consumers do not mention purchase intent:They discuss the “great” concept of YouTique, but so far, it has not been successful at prompting active purchase consideration

http://wave.wavemetrix.com/content/consumers-love-innovative-french-connection-youtique-concept-few-discuss-purchas-00694

(JOELY)