Predictable, Amazon is not. As part of recent moves to grow in-house fashions, products and sales, this week it launched a fashion entertainment program called Style Code Live. The new fashion show streams live every weekday evening at 9 p.m. Eastern, 6 p.m. Pacific time.
Millennial hosts Frankie Grande, Rachel Smith and Lyndsey Rodrigues feature fashion, beauty tips and chat with the online audience in a fast-paced show that’s part QVC Shopping Channel, CBS ET and MTV.
“Franklin & Freeman (men’s shoes, 180 products); Franklin Tailored (men’s suits, ties and accessories, 250 products), James & Erin (women’s casual apparel, including a James & Erin Plus line, 200 products), Lark & Ro (women’s dresses and blouses, 171 products), North Eleven (women’s accessories and outerwear, 38 products), Scout & Ro (children’s apparel, 108 products), and Society New York(women’s clothing, handbags and accessories, including a plus-sized line, 891 products).”
The lineup for the show includes Daily Picks, three or four fashion features or “Looks”, beauty and makeup tips, profiles of big fashion bloggers, interviews with celebrities and a Song of the Day.
And of course viewers will be able to buy any of the products they see featured from an Amazon Carousel and no shortage of links to Amazon brand fashions. Re/code reported:
“The number of items listed on Amazon in apparel and accessories categories has soared 91 percent over the last year to 30 million items as of the 2015 holiday season, according to analysts at the investment bank R.W. Baird. That’s the equivalent of the total number of items — not just clothing — sold in around 250 Walmart supercenters combined. It’s also a bigger selection than Amazon’s electronics catalogues.”
The first week’s guests included fashion blogger Danielle Bernstein of WeWoreWhat on her three fashion must-haves for Spring. Celebrity makeup artist Ashley Glazer dished on social makeup tips. Grammy Award winner Meghan Trainor was live in studio to talk about her new single “No” and “The Americans” star Keri Russell shared the scoop on the upcoming season.
Interactive TV Live
Among the interactive program features are:
- Live Chat: The audience can join the Style Code Live conversation via live chat at any time during the show, ask questions, and share their own perspectives and tips.
- Style Carousel: A Style Carousel directly under the Style Code Live player dynamically updates to highlight products available on Amazonas they are featured in the show.
- Style Links: A running list of links captures products and topics discussed, including those that viewers can find off of Amazon.
- Chat Host: Our show hosts will participate in live chat, chiming in frequently to respond to viewer questions and comments.
- Style Code Love Bag: Viewers can click on the Style Code Love Bag to “applaud” segments and products throughout the show. They’ll see the bag fill as viewers click and release virtual confetti once it’s full.
Formidable e-commerce competitors
No question Amazon is using fashion and entertainment fun to reach out to young consumers who are fashion conscious, familiar with buying online and ready to spend disposable income on fashion, beauty products, makeup and music. And they’ll no doubt be dual-screening and shopping while they watch the show on their tablet or Smartphone.
Amazon is proving to be a tough competitor in every single retail and e-commerce category with their reach, deep pockets, big data and willingness to forego short-term profits for longer term marketshare.