Social Commerce

French Connection: Move over f-commerce, the YouTique (YouTube boutique) is here

With other brands jumping on the f-commerce bandwagon, French Connection (UK) has just gone live with a social shopping channel on YouTube – the Net’s third most popular website that is also the search engine of choice for Gen Y.    YouTique is a ‘YouTube boutique’ showcasing French Connection gear and offering personal shopping advice (somewhat kooky – see below)  that links seamlessly through to French Connection’s e-commerce site via YouTube’s annotation tool repurposed as a buy button.

Like f-commerce, which is still embryonic, YouTube commerce is in the very earliest stages of development, and it is easy to dismiss French Connection’s social shopping channel as simply video and comments linked to a store. But with Google TV just around the corner, it’s a safe bet to think that the future of social commerce will see YouTique as a v. 0.1 of the video-based future that what was to come.

And sometimes the simplest ideas are the best – the French Connection YouTique – YouTube videos with annotated buy buttons – is social commerce that is elegant in its simplicity.  Imagine where this could go.  A YouTique on/off button on all music videos, TV series, and movies on YouTube – that displays a YouTube buy button on gear you are interested in (based on your personal likes), all within a YouTube-integrated shopping cart.  It’s product placement for the YouTube generation – and with a digital trace to sales.

Less dangerous to brands than French Connection’s recent ChatRoulette contest and less risky than the increasingly ubiquitous sponsored haul video (you never know what those shoppers will say…), the French Connection YouTique is a simple, smart and safe way to harness YouTube as a social commerce channel.  We Like – in a YouTube Like sort of way.

Introductory video to the French Connection YouTique…

And some YouTique shopping advice – with YouTube buy buttons…

But we still love you Blair – queen of the haul video!

Chartered psychologist specialising in consumer behaviour, wellbeing and technology. Certified CX professional experienced in Design Thinking. A researcher, writer and speaker, Paul is head of Digital Insight at SYZYGY.

16 Comments Add New Comment

  1. Interesting move by French Connection, I like to see big brands exploring new ways to engage and interact.
    A fellow UK start up – – is doing something similar (and neater) for any business and I guess they’re aiming at what you envisaged when saying “A YouTique on/off button on all music videos, TV series, and movies on YouTube – that displays a YouTube buy button on gear you are interested in (based on your personal likes)…”

    I’m looking forward to seeing how this area develops!

  2. A while ago, I was really impressed how Ad Agency Boone Oakley ( totally neglected to build their own website, but instead using the just introduced annotations tools and only (till today) have a series of youtube vids as their only website replacement.

    So it was a matter of time, until somebody would jump on that train to use it more excessive for commercial use. This example is great, well executed.

    What they could have done better, is pausing the video for a while (you can do this in the editing options of your youtube video). Because one thing still sucks at youtube: video ends and gives you are black dimmed version where you can´t click anymore.
    Maybe this will be a future option for paying customers and then it is almost perfect.

    Thanks for the link Paul.

  3. I’ve been browsing online more than 2 hours today, yet I never found any interesting article like yours.
    It is pretty worth enough for me. In my view, if all webmasters and bloggers made good content as you did, the net will be much more useful than ever before.

  4. I love your blog.. very nice colors & theme. Did you create this website yourself or did you hire someone
    to do it for you? Plz respond as I’m looking to
    design my own blog and would like to know where u got
    this from. cheers

  5. Hi,
    I can’t see this Youtique anymore. It seems to me that there is just a simple youtube channel. Can someone help me please?

    Maybe it is because I am visiting youtube from Germany?!?


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