INDX Intimate Apparel brands invest in shoppable video channel

Shimmy founder Gemma Hughes with her business partner and brother, Daryl, at INDX Intimate Apparel.Shimmy founder Gemma Hughes with her business partner and brother, Daryl, at INDX Intimate Apparel.

A crowdfunding campaign has been set up to fund the launch of a shoppable video channel for the lingerie and swimwear industries.

Start-up business Shimmy Lingerie raised more than £1,000 during the INDX Intimate Apparel trade show earlier this week and is hoping to attract another £10,000 in investment over the next five weeks.

Shimmy is looking to build the largest collection of shoppable lingerie videos in Europe by working with hundreds of lingerie, swimwear and activewear labels.

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Brands will be asked to send samples of current styles to Shimmy’s studio in Preston and, in return, they will receive a high-quality video that they can embed onto their websites and social media, free of charge.

Participants will then be given the opportunity to make their video content shoppable through Shimmy’s affiliate scheme.

Shimmy founder Gemma Hughes said: “Shoppable video gives time-pressed, tech savvy millennial consumers a shortcut to the shops. If a consumer can experience a new product as genuine, independent video content as opposed to more advertising biased brand content then the consumer will build affinity with the brand.

“Shopping will be faster and easier, direct from video. We believe shoppable videos will revolutionise a once passive medium into an instant e-commerce experience.”

The crowndfunding campaign has been set up at Crowdfunder.co.uk. Click here to view the campaign.

In April 2017, Shimmy received funding from Virgin StartUp to refurbish its video studio.

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