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Nowness.com Debuts First Shoppable Video

The video will showcase product from Louis Vuitton, Bottega Veneta, La Perla, Kenzo, Maison Martin Margiela, Haider Ackermann and Rick Owens.

Nowness.com will today launch its first shoppable video.

This story first appeared in the March 10, 2014 issue of WWD.  Subscribe Today.

The short film, featuring five Sadler’s Wells dancers, will showcase product from Louis Vuitton, Bottega Veneta, La Perla, Kenzo, Maison Martin Margiela, Haider Ackermann and Rick Owens.

For the four-year-old, LVMH Moët Hennessy Louis Vuitton-owned property that specializes in fashion, art and media content, commerce is the next step to further monetize the site. Nowness does not incorporate traditional advertising onto its site — including banner ads or sidebars.

Nowness will remain a content-first platform. Select items are stored in the background of the video and clicking on them directs users to purchase on third-party sites. If the brand has an e-commerce site, the video will link to that, and if not, the brand will be able to choose the multibrand retailer it wishes to partner with.

While only a small percentage of videos will be shoppable, the functionality will potentially serve as a way for brands to further collaborate with Nowness. If a brand sponsors a video on the site, the content can link to products on the brand’s e-commerce destination.

Nowness released subtitle functionality last week in French, and in June will add Spanish, Japanese and Russian. In 2012, Nowness launched a Chinese language version of its site.