Diva, the women’s entertainment destination channel brand from NBCUniversal International Networks (NBCUIN); Zalora, the Asia’s leading online fashion destination; and TheTake, the cutting edge Artificial Intelligence startup based in NYC, announced an exciting, new initiative.
Visitors to Zalora platforms (online, on mobile and in-app) in Singapore, Malaysia, Indonesia, Philippines, Hong Kong and Taiwan can now shop for Zalora fashions directly from specially created NBCUIN video content.
Since September 2017, NBCUIN has been creating original videos, based on the How Do I Look? Asia series, available across alora e-commerce platforms.
The videos – enhanced with TheTake’s patented neural network technology – identify where and when products appear on screen, matching fashion items from the clips with ZALORA’s product catalogue.
Consumers can view the video, browse the content and select items via mouse-over or in a “shoppable” bar, choose their preferred size and colour and instantly purchase their items.
Each week consumers can expect new video content in each of the following four strands:
1. “MAITIPS”: Host of How Do I Look? Asia, Jeannie Mai, gives her top tips on matching items to create and own your style.
2. “MAICHOICE”: Jeannie gives her views on some select looks, essential for a stylish wardrobe.
3. “YUMIKA”: Zalora Fashion Insider, Yumika, gives her picks of the latest looks available at Zalora.
4. “THE REVEAL”: Shop the show! Your chance to shop the looks that Jeannie and the stylists chose on the show itself.
“As storytellers, we know that DIVA content is an effective platform to showcase consumer brands and influence choice,” said Christine Fellowes, Managing Director, APAC, NBCUniversal International Networks.
“We are truly excited to launch this highly innovative shoppable video with ZALORA, facilitated by TheTake – a partnership that enables us to bring the DIVA brand into the exciting sphere of e-commerce. By identifying new opportunities for online and offline content creation, we relish the opportunity to innovate with our brands, driving value for partners,” she added.
Tito Costa, Chief Marketing Officer of Zalora, shared, “Zalora is an innovator by heart. We came to the market six years ago, to help change how people shop fashion in the region and we continue to shape the ecommerce ecosystem in Asia. We are happy to work with our long-time partner NBCUniversal to bring the pioneering shoppable video format by TheTake. This partnership will bring together the power of content creation to inspire consumers and the convenience of online shopping. Zalora is excited to be part of this opportunity to revolutionize the fashion retail landscape once again.”
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“At TheTake, we are focused on eliminating the barriers between inspiration, identification and purchase. This is a shared vision that we are thrilled to bring to the APAC region with our partners at NBCU and Zalora. By connecting NBCUIN’s world class content with Zalora’s powerful e-commerce infrastructure, our technology will give audiences immediate access to the inspirational items they see in the content they love. It is an ideal partnership and we are thrilled to be involved.” – Tyler Cooper, Co-Founder and CEO of TheTake.
Based on the U.S. format of the hit makeover series, How Do I Look? Asia: Season Three features women from all across Asia as they embark on a brave journey of ultimate transformation through glamourous makeovers. Jeannie Mai serves as host and Executive Producer.