Buying clothes from A/X Armani Exchange is now as easy as pressing play on one of its new online interactive videos.

The chic retailer recently joined forces with Ottawa-based video commerce provider Overlay.TV to implement clickable video commerce tech on A/X’s site – built on eCommerce software and solution company Marketlive’s Intelligent Commerce Platform – creating an interactive video experience directly tied to A/X’s seasonal collections.

Integrated into the site’s ‘How to Wear It’ section, which provides customers with tips on building their seasonal wardrobes, the tech overlays featured items of clothing with clickable hotspots that present users with more info on the particular piece and the ability to purchase it right then and there. They also have the option of sharing the videos with like-minded fashionistas via their social networks.

‘Armani Exchange is a brand that really understands consumer behaviour, and since a large part of their core market is made up of young consumers who have grown up with the web, the ability to get real style advice and share that with their friends is a natural fit,’ explains Rob Lane, CEO, Overlay.TV. ‘We’ve already seen that video can increase conversion and reduce returns and I think that we’re going to see a lot more major fashion brands adopting this technology in the near future.’

Other brands that have implemented Overlay.TV’s technology include Zappos, French Connection UK and Tory Burch.