A fashion retailer experiments with video catalogues and the online shopping experience.

The British apparel brand FCUK has partnered with YouTube to allow users to further engage with clothing seen on branded videos.

The series of clips feature a stylist providing suggestions for different occasions. As a user clicks on clothes and accessories worn by each model, they are taken to FCUK’s site for more information and purchasing options.

While Google’s video hosting site has allowed in-video annotations to connect with other YouTube videos, linking to outside environments have been limited to specific partners.

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