Mr Porter app Apple TV

SHOPPING CHANNEL: Mr Porter will launch a shoppable app on Apple TV, WWD has learned.

The Mr Porter for Apple TV app, which is created for tvOS, the operating system Apple TV runs on, will allow shoppers to browse through The Journal, the e-tailer’s weekly digital magazine. The digital publication will offer shoppable content such as apparel, accessories and lifestyle items. The app will be refreshed with short videos and films from each issue with content including how-to videos and tutorials as well as behind-the-scenes footage.

The app can be accessed through an iPhone and customers can shop directly. Shoppers can scroll through categories and browse through content.

“As we aim to create innovative new omnichannel retail experiences by combining TV and e-commerce,” said Yoox Net-a-porter chief executive officer Federico Marchetti, “the vision of shopping luxury via Apple TV is now a reality. We are pleased that Mr Porter is among the first to give luxury customers a great new way to shop.”

Jeremy Langmead, Mr Porter’s brand and content director, said: “We’re now pleased [users] will be able to connect their shopping experience with the viewing-pleasure of video series and short films within Apple TV’s network of innovative channels and first-rate content.”

Earlier this year, the e-tailer ramped up its digital content by adding The Daily, an extension to its weekly digital editorial, The Journal. Found on The Journal landing page, The Daily features news and features on fashion, grooming and culture, along with advice.

RELATED STORY: Mr Porter Ratchets Up Online Content With The Daily >>