Before a consumer shells out $698 for a new jacket, he likely would look it over carefully and want to question a salesperson about its features. Justin Charles Outdoor Gear, a manufacturer of high-end casual outerwear, is using video on its newly redesigned web site to replicate that in-store experience online.
Each of the eight products on the site’s outerwear section—which range in price from $375 for a sweater to $698 for a waterproof Black River jacket—features a video on the product page that visitors click to start. In the video, a man goes through all of the features of the product and explains their advantages, and models show off the products. Each video lasts one to two minutes.
“People like to touch products, turn the sleeves inside out. But that’s difficult to do when you’re looking at a flat screen,” says Dennis Treu, director of operations. “We’re trying to give them the experience you would get if you were standing in front of a really good salesperson in a high-end retail store, to show them why it’s worth the price we’re asking.”
To produce the videos for the new JustinCharles.com site, which went live Friday, the company hired a professional video company, Mahoney Media Group. Each video required five to seven takes and considerable editing, and the total budget for the project was above $100,000, Treu says.
But Justin Charles didn’t have to hire an actor for the starring role, instead using its own marketing director, Joe Campisi, to stand before the camera and explain the products. “He has a background in clothing design, he’s very articulate and has a good way of describing products,” True says. “So we thought it was better to use him than hire someone we’d have to educate about the products.”
As the videos have been on the site for less than a week, Treu says it’s too soon to say how they will perform. But some customers who have called to discuss shipping times or other matters have been enthusiastic. “They say, ‘We understand what you’re trying to do. This is beautiful stuff. I can’t wait to get it,’” Treu says.
Treu says Justin Charles plans to produce videos for more of the products it sells, including a high-end line of luggage and carrying cases. “All of these things will be supported by video to show what they carry, how much they’ll hold and why they’re better on your shoulder than other products you can buy,” he says. “Video is a very good way to do it.”
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