VIDEO WORLD: People StyleWatch is the latest brand to get into the video e-commerce game through a new shopping platform that launches on its Web site today. The 16-part video series is a test for the site to see whether readers are ready to shop via video. “This is the trend on retail e-commerce sites and we are excited to see the response,” said managing editor Janice Morris. The videos are produced by Joyus, a video shopping platform.

Keeping in line with the People StyleWatch reader, all products will be less than $100 and many have been worn by celebrities. Today, the first video will feature a Gorjana wrap bracelet. While watching a video, products can be moved into a shopping cart that will eventually lead to the Joyus site for purchase. People StyleWatch and Joyus will share revenues. “All the items fit the People StyleWatch reader,” said Morris. “They fit a budget and are celebrity-minded.” If this video series goes well, expect to see much more from People StyleWatch — and its competitors — in the weeks to come.

This story first appeared in the September 10, 2012 issue of WWD. Subscribe Today.