Infomercials have become the latest advertising format to meet their match among mobile-first Millennials.MikMak, a mobile video shopping app that launched for iOS in June, utilizes improvisational comedy talent in 30-second videos to sell $100-or-less products, primarily accessories, gadgets, home goods and anything else without a size, directly through the app. It releases new videos every day at 9 p.m., handles payment through an in-app shopping cart and leaves the shipment up to each vendor.Today, MikMak is expanding with a monthly series of “minimercials” with brands American Express Open, GE, Oxygen Media and Mondelez International’s Swedish Fish. The format and production will be like previous videos on the app, but this will be the first series on the app, and videos will be viewable on other sites using an embeddable player.Founder Rachel Tipograph, who was the former global director of digital and social media at Gap, said that MikMak was the first mobile-video shopping network and is now the first platform for distributed mobile-video commerce. The first brands to participate in the series, "Blank Presents" are ones that, since launch, are selling products that MikMak is designed for in terms of brand affinity and sales, Tipograph said.“For example, gadgets are one of our top-performing categories, especially smartphone-connected products, so it made a lot of sense for us to collaborate with GE.” “GE Presents: Conversations over Dim Sum” sells its LED Bright Stik and smartphone-connected LED bulb and is hosted by "Comedy Central" performer Eliot Glazer. GE chief marketing officer Linda Boff said that MikMak was “a great platform to engage with Millennial customers who may not go to a traditional home store to buy lightbulbs.”The app and the series converge a number of recent trends including mobile video, shopping using videos, native advertising and shopping within an app.According to recent research from Forrester, U.S. mobile commerce, meaning shopping on a smartphone or tablet, will reach as much as $252 billion by 2020, a 17 percent compound annual growth rate from 2015. The research also found that 85 percent of the time spent on phones was spent on apps.Using videos to inform purchasing decisions is on the rise. According to research from Google, one in five 18- to 24-year-olds say they go to YouTube to find out “what’s cool to purchase,” and in the past year, YouTube has seen more than 40 percent growth in viewership of product videos. A 2013 report from eMarketer estimated that U.S. ad spending on mobile video would be $2.1 billion by 2016.Tipograph said she “stumbled into” the power of video commerce, and the estimated $250 billion infomercial market, while she was at Gap, and that creating shopping commercials for the Snapchat generation means that the word “entertainment” is key. She found that the majority of mobile commerce is pre-shopping and discovery, but conversion to actually making a purchase was often relegated to utility purchases or with loyalists of certain brands.“People are not ready to make impulsive luxury payments on their phone,” Tipograph said of the $100 threshold for items sold on MikMak.MikMak works with more than 100 vendors and sees an average conversion rate “much higher” than the average mobile shopping conversion of 1 to 2 percent. Investors in its $2.15 million seed round include Vayner/RSE, UTA Ventures, Slow Ventures, CNN Worldwide president Jeff Zucker, and Google Glass head Ivy Ross.
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion (📷: Dominique Maître)
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)
Not only does #TheProfit return to CNBC tonight, but @marcuslemonis has launched @shopmarcus, a new shopping and lifestyle retail experience in Aspen and Chicago, with more locations to come. The retail stores offer in-store stylists and a variety of contemporary womenswear selections.
“It’s life, I’m going to face it,” @mingxi11 sighed. “I fell, but you know, I think the most important thing is that I get back up. I had the love, the help from my sister — the girl next to me Gizele [Oliveira] — she’s so nice. When I went backstage everybody was trying to comfort me like ‘Oh Ming, it’s OK.’ I’m really, really touched. I think it’s them who gave me the courage to go back on stage for the finale,” Xi told WWD of her fall at the @victoriassecret fashion show. (📷: David Fisher) #wwdfashion #vsfashionshow #victoriassecret
@louisvuitton tapped @therealpeterlindbergh for its latest city-centric photo book, which is part of a series called Fashion Eye. The primarily black and white book captures the spirit of Berlin in 57 images shot between 1989 and 2019. “Berlin is an inspiration for me, more than a city. I mean @millajovovich is simply Berlin!” said Lindbergh. #wwdfashion
“You know, I think audiences expect a certain performance so I have to deliver to them what they’re expecting to a certain degree. But I’m also a different actor and a different person, I have my own spin on the character,” says @noahegalvin of his takeover of the leading role in “Dear Evan Hansen” following the departure of @bensplatt, who originated the role. Read WWD’s interview with the 23-year-old actor on WWD.com #wwdeye (📷: @jilliansollazzo)
For pre-fall 2018, @etro created richly-colored wonderland, using tapestries, textiles and wallpapers from the Eastern world at large. The line featured floral and graphic prints and jacquard motifs, like this two-piece look featured here. #wwdfashion (📷: Giovanna Pavesi)
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)