Net-a-Porter's fashion director departs to launch video commerce agency
Kay Barron_ fashion director of Net-a-Porter_ has announced her departure from the luxury online retailer to launch a new video commerce creative agency called Vvend.
The new agency launches with a strategic partnership with Bambuser_ the video commerce technology that powers more than 250 retail brands worldwide_ including Victoria Beckham and LVMH.
In a statement_ Barron said the collaboration and creation of Vvend was inspired by her experience leading and hosting Net-a-Porter_s livestream series_ which “became a commercial hit for the platform_ popular for enabling viewers to purchase outfits in real-time”.
Vvend will be a specialist in innovative shoppable video_ helping brands drive digital revenue_ engagement_ loyalty_ and growth_ “through elevated and captivating shoppertainment”. The agency will offer bespoke fashion_ beauty and lifestyle content strategies_ creative direction_ and live shopping workshops_ alongside end-to-end production and optimisation of cross-platform content.
In addition_ its services will also cover hosting_ talent casting and training_ content road-mapping_ and targeted launch planning_ e-commerce video_ imagery_ and paid media. Through its partnership with Bambuser_ the video commerce company will refer Vvend to brands “seeking to launch and enhance their video commerce initiatives”.
Barron_ founder of Vvend_ said: “Vvend was born out of a shared belief with Bambuser that video commerce isn_t just a trend_ it_s a fundamental shift in how brands connect and build relationships with their communities_ and how customers want more from their online shopping experiences.
“Together_ we_re empowering brands to create more meaningful interactions_ through authentic storytelling_ expert product curation_ entertainment and human connection.” Maryam Ghahremani_ chief executive at Bambuser_ added: “Few people have as much first-hand knowledge of live shopping as Kay.
“We_re excited to work with Vvend as we continue to provide brands with the tools and confidence to activate shoppable video_ an increasingly essential way to engage today_s digital audiences.”