The New YouTube Store in London is a Physical Place to Buy YouTuber Merch
Alyson Wyers — August 22, 2016 — Pop Culture
References: uk.businessinsider & techcrunch
In addition to pre-roll ads and banners, there are many ways to monetize online video, which now includes a YouTube store. The Creator Store is located at the video platform's London headquarters on the ground floor of the 11 storey YouTube office near King's Cross -- making it a great destination for those attending Trend Hunter’s London innovation conference.
In recent years YouTube stars such as Zoella and Tanya Burr have released books and beauty lines as a result from their success. Similar products will be available for sale at the YouTube store, as well as merchandise like mugs and t-shirts. Profits from the Creator Store will go to the content creators.
Beyond retail purposes, the space gives these Internet celebrities a location for book signings, product releases and other promotional events. A coffee bar is on the premise with "a community accessible gathering spot for the public where people can gaze admiringly at YouTubers." It also offers YouTubers to film and edit videos.
In recent years YouTube stars such as Zoella and Tanya Burr have released books and beauty lines as a result from their success. Similar products will be available for sale at the YouTube store, as well as merchandise like mugs and t-shirts. Profits from the Creator Store will go to the content creators.
Beyond retail purposes, the space gives these Internet celebrities a location for book signings, product releases and other promotional events. A coffee bar is on the premise with "a community accessible gathering spot for the public where people can gaze admiringly at YouTubers." It also offers YouTubers to film and edit videos.
Trend Themes
1. E-commerce Expansion - The rise of YouTube stores indicates the growing trend of online content creators expanding into physical retail spaces, providing opportunities for disruptive innovation in merging the online and offline shopping experiences.
2. Influencer Merchandising - The YouTube store's availability of merchandise from popular YouTubers showcases the trend of influencers leveraging their online fame to create and sell their own branded products, opening up opportunities for disruptive innovation in influencer-driven merchandising strategies.
3. Brick-and-mortar Engagement - The emergence of physical YouTube stores highlights the trend of content creators seeking to engage with their fans in a more direct and tangible manner through in-person experiences, presenting opportunities for disruptive innovation in the realm of real-life brand interactions.
Industry Implications
1. E-commerce - The YouTube store's integration of online and offline sales channels presents disruptive innovation opportunities for e-commerce platforms to create immersive and seamless shopping experiences for content creator merchandise.
2. Influencer Marketing - The rise of YouTuber merchandise stores paves the way for disruptive innovation in influencer marketing strategies, allowing brands to collaborate with content creators not only for online promotions but also for physical product collaborations and retail activations.
3. Retail and Experiential Marketing - The concept of YouTube stores provides opportunities for disruptive innovation in the retail and experiential marketing industries by enabling brands to create interactive and engaging physical spaces that bring the digital world of content creators to life.
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