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Fashion brand Pomelo has launched a shoppable video function on its app as a way of keeping up with its customers who expect “to be delighted by technology at every turn”, according to the brand.

The new service launches this week (18 March), with a special live-stream event starring actress Davika Hoorne. 

The brand has already launched a live-stream content service but the new function allows its app users to then buy the products in the video directly from the app.

While the video is playing, the app will show icons representing the items which people can then click on to buy, selecting size and other details before adding to their carts.

The move taps into a few overlapping trends in which brands are seeking to digitally transform and meet consumers growing expectations around content and e-commerce. 

Based off some recent consumer shifts analysed by Google, this taps into the growing expectation for participatory content and shared commerce. According to Pomelo, it also uses the power of social talent by using influencers to make the content relatable to users. 

The actress will be using the live stream to interact with fans and talk about her favourite items from Pomelo’s collection, helping to share her style with potential customers. The launch will kick off a new weekly show called ‘Live On Pomelo’ which will showcase new and popular items from the brand’s collection. 

To find out about how brands around the globe are tackling digital transformation, visit The Drum Digital Transformation Festival homepage to see the upcoming line-up.