Dive Brief:

• Apparel brand Levi Strauss & Co. released a shoppable video on its website for last-minute holiday gift inspiration, according to information made available to Marketing Dive. 
• The video runs one minute and 45 seconds and is packed with more than a dozen shoppable moments. Viewers can click on any of the "shop now" buttons throughout the spot to place the item in their cart for purchase. Titled "The Holiday Getaway," it depicts a multi-generational holiday gathering where people spend time together, exchange gifts and have a party. 
• The shoppable video follows the brand's gift guide released around Thanksgiving, highlighting more than 20 Levi's and Dockers products in categories like "for her," "for him," "always innovating" and "staples for the season." 

Dive Insight:

To meet the shifting preferences of millennial and Gen Z consumers, Levi's latest effort merges a unique digital experience with e-commerce in a bite-sized interactive medium those groups are generally accustomed to. More shoppers are avoiding malls as they increasingly buy online, so it's logical that brands like Levi's are beefing up their digital and mobile presence, especially with younger consumers who like to browse on the go.

Shoppable video is picking up traction as brands and retailers seek to lessen friction on the consumer path to purchase, and this latest version from Levi's stands out due to its simplicity and short length. The video creative offers something of a torrent of products for consumers, but allows shoppers to skip any hard sales pitches or other promotions. If a viewer is interested in something they see, all it takes is a click to add that product to a virtual cart. The e-commerce element is fairly simple, and the user experience is interactive, engaging and seamless, particularly when someone wants to make a quick purchase and doesn't quite know where to begin.

This isn't the first time the apparel company has integrated shoppable videos into the mix. In 2014, Levi's released a similar "Live in Levi's Project" video that merged e-commerce and digital and included stories of how the brand's fans live, work and play in Levi's products.

Earlier this fall, Bloomingdale's and Cotton Incorporated released an interactive 60-second fashion show that let viewers click to browse and buy whole outfits in the show, as well as share them directly on social media. The Levi's spot takes an even more direct approach. The shoppable element in the video goes straight to the transaction and doesn't force viewers to take additional steps like browse other products first or share on social media, which points to the brand's focus on removing friction in shoppers' buying journey.