Smartzer aims to make fashion clips more “shoppable” with in-video tags

smartzerOnline video may make it easy to stay up on the latest trends from various global fashion weeks, but are not always particularly useful if you are looking for information on or even purchase certain items, you may need to do some digging. London-based Smartzer, which recently launched, has taken aim at this problem by rolling out a platform that will enable brands to tag their clothes within videos, thus cutting down on the amount of time that viewers will need to spend if they want to find out about the season’s hottest trends. 

Smartzer was actually founded back in 2012 by Karoline Gross, but now the platform is apparently ready for its grand unveiling. Last week, the company announced that is has picked up $400K in funding from 12 different angels investors, including serial entrepreneur Jamie True, and a cash prize from the UCL Bright Ideas Award from the University of London. A press representative from the company says that the startup directed the funding in part towards launching the platform and that another part will be spent on expanding their team.

I took a look at their first video, which was created to highlight the most recent collection for Whistles, and found that viewers can click on tags within the video (in the form of a small) in order to add particular item to a playlist that they can then email to themselves. Users are able to access a short description of the item after they add it to the list, but the price appears to be visible only within the email.

A representative of the company tells me that they have opted for a hybrid pricing model, charging a setup fee to get the platform up and running, a monthly subscription fee, and then a small commission on each sale made through the videos. It seems that the company is being coy about exact prices at the moment.

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