Two Danish clothing brands have adopted live video shopping using technology from Swedish firm Bambuser.

Children’s brand Name It and women’s fashion company Vero Moda are entering the world of live video shopping.

Name It Live will broadcast several times per week, with prominent Danish influencers on occasion taking part as hosts or guests. Initially limited to a Danish audience, its debut broadcast took place last month.

“We are extremely proud of being the first-ever Danish children’s brand to launch a live shopping broadcast,” said Matilde Louise Damsgaard, international marketing manager at Name It. “This is a unique possibility for us to communicate with our customers in a whole new way. In the live streams, we will highlight styles and trends, but also share more educational content like our Better Materials programme.”

Vero Moda went live at the end of last month with a run of three shows in three days, with an initial focus on Denmark, Netherlands and Germany.

“Looking at stats, live viewings on Facebook spiked by 50 per cent during lockdown, while viewings on Instagram surged by 70 per cent,” said Anne-Katrine Bjerregaard Madsen from Vero Moda. “Meanwhile, 89 per cent of consumers expect to increase their live shopping in the coming year. So there’s no doubt that the live format is super relevant and the direction retailers need to go. Another super important thing to note is that consumers want proof before they buy and they want to be reassured. Human-driven content like influencer live streams are therefore a great way to create trust.”

The two companies linked with Bambuser to develop their platforms. While watching the show, consumers can chat with the hosts and guests, as well as browse relevant styles.

“Live shopping brings a unique shopping experience both for us as a brand and for the viewers,” said Ajla Smrkovic, Name It’s digital communication manager.

Bambuser is a software company specialising in interactive live video streaming. The company’s live video shopping offering is cloud-based software that is used by global ecommerce and retail businesses to host live shopping experiences on web sites, mobile apps and social media. Bambuser was founded in 2007 and has its headquarters in Stockholm.