Play… Pause… Purchase?
Yes. Looking to showcase their upcoming Fall 2010 collection in an innovative way, FCUK tapped Makeable to conceive and launch YouTique, the internet's first Video Fashion Boutique. Featuring FCUK stylist Louise Roe, who recommended occasion-specific outfit ideas, YouTique ultimately allowed each viewer to—among all the other traditional YouTube functions—purchase their favorite styles.
Push play to wear
Louise's recommendations were followed by a clip of a model wearing the suggested outfit. Taking advantage of YouTube's in-video annotations, visitors could click the “Buy Now” button, allowing them to purchase the ensemble they saw on-screen instantly.
Making fashion how-to's easy to find
Anyone looking for fashion tips on YouTube could come across these videos using popular search terms such as “fashion,” “how to,” “sexy dress,” etc. All content and language were designed to be wired directly into YouTube's ecosystem, ensuring maximum relevance and minimum barriers to entry.
With over 200,000 YouTube views, remained the UK's 3rd most viewed channel for 6 months and the 45th most viewed channel ever in the UK. Generated more than 2,500 tweets for YouTique and was covered by over 200 fashion blogs within one month of launch.