Lessons from Other Industries: Who knew video could sell pants?


Photo Credit: Dickies

By Liz Keener
October 11, 2013
Filed under Features, Top Stories

There’s no doubt that the advent of YouTube and video camera capabilities at the palms of our hands have trained people to pay more attention to online video. Seeing this trend, the Dickies apparel company turned to video to secure more online sales.

The videos are short and sweet, averaging 30-60 seconds, the spots show models wearing the product, moving around in it and using the features that are often explained with too much technical jargon in text. The videos offer more than photos could, pointing out key features and showing customers how to use them. In its Short Sleeve Coverall spot, for example, the model is shown moving his arms in the garment, opening the pocket and using the zipper.

What has resulted is customers viewing the videos, which the company expects will lead to increased sales. Last November, 150 videos were added to the site, and from the first day they were posted, 7 percent of online visitors watched at least one, according to a Stores article. Invodo, the company that helped produce the videos says its research has shown that 57 percent of all retail customers say they’re more comfortable making an online purchase after viewing a video.

Dickies has begun offering its videos to retail locations that carry its products, such as Wal-Mart and Sears.


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