Video technology platform Smartzer has raised $400k after launching during London Fashion Week.
The London-based startup turns video into an ecommerce tool by letting users browse and purchase items from inside the video player. Users can click on specific items in videos and then share them, save them for later, or buy them.
The investment has come from a number of angel investors, including serial entrepreneur Jamie True, who previously sold his stake in Grapple for around $15m.
London Fashion Week
For those who remember video booking platform One Minute London, Smartzer effectively offers the same service but for physical products.
Founded by Karoline Gross in 2012, Smartzer launched in partnership with the British Fashion Council at London Fashion Week in September.
Guests could shop the latest trends from retailer THEOUTNET.com and designers Emma Shipley and Muubaa on giant tablets at the events.
Tech and fashion
Tech has made waves in the fashion world this year particularly with the launch of the newest fashion tech item, the Apple Watch.
Talking about Smartzer, Nathalie Riddle from the British Fashion Council explained that they are “always looking for opportunities to bring leading edge innovation to our events”.
She added that they were “extremely pleased with the feedback and results from the project that connected the latest technology with this shopping focused event”.
Smartzer software has also been used by clothing retailer Whistles.