LONDON — Temperley London and Net-a-porter.com are set to reveal an online experience that promises seamless shopping from a film thanks to new technology from the U.S. video platform Cinematique.
The short film, which has been made exclusively for Net-a-porter and airs on Wednesday, follows the run-up to Alice Temperley’s annual summer party at her home in Somerset, England. Viewers will be able to touch hot spots on the moving images that will allow them to store an item in a personal boutique, share it, or buy it on Net-a-porter.
The companies said the film, which has been shot by Alice’s brother Henry Temperley, will continue to roll uninterrupted as viewers browse and shop. Viewers will also be able to search within the film for extra content, such as outtakes, a history of the house, details of the decor and party-related details, which they can also save and store.
This is the first time that Cinematique has worked with a British fashion brand, and its first partnership with an e-commerce platform such as Net-a-porter.
Alice’s sister Matilda Temperley was the photographer on the project, shooting behind-the-scenes stills, while Alice herself acted as creative director.
“Our exclusive collaboration with Cinematique came about very organically, during a recent trip to New York,” said Temperley. “The digital, technical and creative vision between all of us worked from the very beginning, and it felt like the perfect collaboration. We’re doing something innovative and groundbreaking, but also really fun.”
Ulrik Garde Due, chief executive officer of Temperley London, said it is increasingly important for the brand to engage with the consumer via digital storytelling.
“The consumer wants authentic storytelling in an innovative and entertaining manner. Thanks to...Cinematique, viewers can emotionally connect with Alice Temperley’s magical world while shopping the film,” he said.
Filming took place during three days of preparations, and on the day of the party, whose theme was “White Magic.”
The film will launch on Net-a-porter, which has a one-week exclusive. It will then air on temperleylondon.com. The film works on desktop, tablet and mobile devices.
Temperley has designed three limited-edition dresses exclusively for Net-a-porter. Those, as well as Temperley London heritage pieces, items from the pre-fall and fall collections and dresses from Temperley Bridal, are worn by party guests and Temperley muses including Anouck Lepère, Caroline Issa, Jacquetta Wheeler, Jade Parfitt, Laura Bailey and Padma Lakshmi.
Cinematique is a New York-based video platform that provides cloud-based, interactive experiences online.
The film is reflective of a wider effort on the part of the brand to strengthen and clarify its image and market positioning.
Over the past year, Garde Due and the designer have worked to consolidate the mainline and Alice by Temperley collections under one Temperley London label with a broader offer that aims to take customers from day to evening. The new, merged collection will launch for spring.
The brand has also taken its wholesale business in-house, culled wholesale accounts by 50 percent and begun focusing on key stores. Temperley London will begin selling at Neiman Marcus with the fall season.
The business has also fine-tuned its pricing. Starting with spring, retail prices will range from 495 pounds, or $836, for a kaftan, to 550 pounds, or $929, for a lace dress, to 1,395 pounds, or $2,357, for a coat. All figures have been converted at current exchange rates.
Garde Due said that close to 70 percent of the collection is now made and sourced in Europe, which has improved the company’s speed to market.
The brand has also streamlined its bridal collection, and Garde Due said fall orders in the category are up nearly 50 percent.
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