DIVA – the women’s entertainment destination channel brand from NBC Universal International Networks, ZALORA – Asia’s leading online fashion destination, and The Take the cutting edge Artificial Intelligence startup based in NYC, today announced an exciting, new initiative.Visitors to ZALORA platforms (online, on mobile and in-app)in Singapore, Malaysia, Indonesia, Philippines, Hong Kong and Taiwan can now shop for ZALORA fashions directly from specially created NBCUIN video content.
From September, NBCUIN is creating original videos,based on the How Do I Look? Asia series, available across ZALORA e-commerce platforms. The videos enhanced with The Take’s patented neural network technology identify where and when products appear on screen, matching fashion items from the clips with ZALORA’s product catalogue. Consumers can view the video, browse the content and select items via mouse-over or in a “shoppable” bar, choose their preferred size and colour and instantly purchase their items!
Each week consumers can expect new video content in each of the following four strands:
- “MAITIPS”: Host of How Do I Look? Asia, Jeannie Mai, gives her top tips on matching items to create and own your style.
- “MAICHOICE”: Jeannie gives her views on some select looks, essential for a stylish wardrobe.
- “YUMIKA”: ZALORA Fashion Insider,Yumika, gives her picks of the latest looks available at ZALORA.
- “THE REVEAL”: Shop the show! Your chance to shop the looks that Jeannie and the stylists chose on the show itself.
“As storytellers, we knowthat DIVA content is aneffective platform to showcase consumer brands and influence choice,” said Christine Fellowes, Managing Director, APAC, NBCUniversal International Networks. “We are truly excited to launch this highly innovative shoppable video with ZALORA,facilitated by The Take a partnership that enables us to bring the DIVA brand into the exciting sphere of e-commerce. By identifying new opportunities for online and offline content creation, we relish the opportunity to innovate with our brands, driving value for partners.”
Tito Costa, Chief Marketing Officer of ZALORA, shared, “ZALORA is an innovator by heart. We came to the market six years ago, to help change how people shop fashion in the region and we continue to shape the e-commerce ecosystem in Asia. We are happy to work with our long-time partner NBC Universal to bring the pioneering shoppable video format by The Take. This partnership will bring together the power of content creation to inspire consumers and the convenience of online shopping. ZALORA is excited to be part of this opportunity to revolutionize the fashion retail landscape once again.”
“At The Take, we are focused on eliminating the barriers between inspiration, identification and purchase. This is a shared vision that we are thrilled to bring to the APAC region with our partners at NBCU and ZALORA. By connecting NBCUIN’s world class content with ZALORA’s powerful e-commerce infrastructure, our technology will give audiences immediate access to the inspirational items they see in the content they love. It is an ideal partnership and we are thrilled to be involved.” – Tyler Cooper, Co-Founder and CEO of The Take.
Based on the U.S. format of the hit makeover series, “How Do I Look? Asia:Season Three” features women from all across Asia as they embark on a brave journey of ultimate transformation through glamourous makeovers. Jeannie Mai serves as host and Executive Producer. Online fashion retailer ZALORA returns for the third consecutive year as the show’s Official Wardrobe Partner. New episodes of “How Do I Look? Asia Season Three” premieres Mondays at 8PM on DIVA.