Now that we have internet-connected TVs, it seems like only a matter of time before you'll be able to purchase anything you see on your screen, right from your television. There may come a time when you're watching a show on TV and will be able to purchase the actual clothes an actor is wearing. NET-A-PORTER TV, an online runway fashion channel for Google TV, gives us a glimpse of what the future may hold for interactive home shopping, straight from your television set.
NET-A-PORTER.COM is a high-end fashion web store that created NET-A-PORTER TV, their web channel (tailor made to be used with Google TV). While you can go to NET-A-PORTER TV on a regular computer, viewing it on the an actual television set gives you a new experience in interactive TV.
The interface for NET-A-PORTER TV is laid out nicely, with simple navigation and quick, fluid transitions. While a video plays of a model walking down the runway, a vertical reel of the current clothes being worn show up on the right side of the screen. From there you can select individual pieces, see more details, choose your size and add the actual clothes to your shopping cart. Being able to watch videos of clothes being worn by moving models gives you a better understanding of how the clothes actually fit and what they look like at different angles. The product videos, interactivity, and channel-like presentation make it a refreshingly new shopping experience compared to standard online home shopping. Shoppers can watch everything from runway shows to interviews along with other special features.
While the high fashion clothing featured on NET-A-PORTER TV are a bit expensive for your average consumer, the idea of the channel itself definitely opens up new possibilities for interactive home shopping. Hopefully in the future, more common online web stores will pop up on internet-connected TVs, changing the way we shop at home.