Bravo Launched 'The Lookbook' with 'Girlfriends' Guide to Divorce'
Rebecca Byers — January 12, 2016 — Tech
References: thedrum
The Lookbook by Bravo is a social platform that allows viewers to explore and shop looks from some of the network's shows. Launched in December 2015, the digital destination featured the premiere episode of the network's 'Girlfriends' Guide to Divorce' as the first to be accessible on The Lookbook.
The e-commerce component of the website makes it the first instance of "shoppable TV" and works by directing viewers to third party sites where they can make the purchase. As of launch, the Lookbook has Ulta as its exclusive beauty brand. In addition to being able to shop outfits and beauty looks worn by characters on the series, viewers will be able to access exclusive content and other curated product guides.
The e-commerce component of the website makes it the first instance of "shoppable TV" and works by directing viewers to third party sites where they can make the purchase. As of launch, the Lookbook has Ulta as its exclusive beauty brand. In addition to being able to shop outfits and beauty looks worn by characters on the series, viewers will be able to access exclusive content and other curated product guides.
Trend Themes
1. Shoppable TV - The integration of e-commerce elements into television content allows viewers to directly purchase products featured on the show, creating new advertising and revenue opportunities.
2. Social Platforms for TV - The creation of social platforms specifically designed for television shows enhances engagement and interactivity between viewers and content, opening up new avenues for audience involvement and brand partnerships.
3. Curated Product Guides - The development of curated product guides connected to television shows helps viewers discover and shop for products that align with their preferred style, generating additional revenue streams for both content creators and brands.
Industry Implications
1. Broadcasting - The broadcasting industry can explore innovative ways to integrate e-commerce elements into television programming, revolutionizing the traditional advertising model and creating new revenue streams.
2. E-commerce - The e-commerce industry can capitalize on the trend of shoppable TV by partnering with television networks and creating seamless shopping experiences that directly target viewers during specific shows or episodes.
3. Fashion and Beauty - The fashion and beauty industry can leverage social platforms for TV shows to showcase their products, collaborate with content creators, and drive direct sales by connecting with engaged viewers who are interested in replicating the styles of their favorite characters.
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