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Mr Porter launches shoppable app for TV

Men’s online fashion retailer Mr Porter has launched a shoppable app for Apple TV, making it possible for people to buy products from video content.

The app incorporates over five years of content from Mr Porter’s weekly digital magazine, The Journal,  and will be updated regularly with the latest short films and exclusive video from each issue.

Films range from insider-knowledge on ‘Tokyo’s Best Kept Secret,’ and informative tutorials, such as ‘How to Iron a Shirt,’ through to behind-the-scenes access with ‘24 Hours with…Public School.’

The Apple TV app can be automatically downloaded when consumers download the Mr Porter app for iPhone or iPad, ensuring barriers to entry are low.

Chief executive of Mr Porter’s parent company Yoox Net-A-Porter Group, Federico Marchetti spruiks the app as one of the first to combine TV and e-commerce in an omnichannel retail experience. “We are excited that Mr Porter is among the first to give luxury customers a great new way to shop,” he said.

By connecting to Apple TV, iPhone and iPad via WiFi or Bluetooth, viewers can shop menswear and lifestyle products while browsing the app from the biggest screen in the living room or on-the-go.

“As our customers have always had the ease and opportunity to shop directly from the digital pages and video-series of The Journal, we’re now thrilled they’ll be able to connect their shopping experience with the viewing-pleasure of video series and short films within Apple TV’s network of innovative channels and first rate content,” Jeremy Langmead, Mr Porter’s brand and content director, said.

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