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  • Joyus Unleashes the Power of Video E-Tailing for Fashion, Beauty & Beyond
  • The world's first premium video commerce site launches featuring top designer brands and exclusive shopping content
  • PALO ALTO, CA, September 20, 2011 — JOYUS today announces the consumer launch of the world's first premium video commerce experience at, offering women a new, transformative way to shop online. The company, founded by Sukhinder Singh Cassidy former President of Asia Pacific and Latin America Operations at Google and CEO of Polyvore also unveils its first designer partnerships for the fall season.

    For launch, JOYUS will feature top designer brands including Richard Chai, Christian Siriano, Cut25 by Yigal Azrouel, Theodora & Callum, Rebecca Minkoff, Nicole Miller, Chaiken and Capone, and others who share an innovative approach to e-tailing, online marketing and social media. By using video, the JOYUS platform empowers these brands and retailers to showcase their products in a completely new and engaging format online, and allows their fans to watch, buy and share the things they love.

    "JOYUS is a cool, new channel for me to test buy-now, wear-now sales," says Christian Siriano. "I've been wanting to do something like this on my website for over a year and I'm thrilled JOYUS has actually done it!" Following his runway show, Siriano hosted a video highlighting five must-have pieces from his fall/winter 2011 collection.

    While still images can be beautiful, they can't communicate the qualities of a product like video. JOYUS uses engaging, short-form videos to inform, inspire and encourage users to make a purchase...seamlessly. Shoppers can tune in online at or via Facebook and Twitter for special sales premiering multiple times per week and can shop directly from the video. In addition, today the company also launches its innovative JOYUS points program, rewarding users with extra credit and gifts the more they shop.

    For launch, Yigal Azrouel shares his favorite picks on JOYUS from backstage of the Cut25 presentation, including his ultra-chic leather pieces and the best ways to style them. JOYUS then follows Karine Vanasse, one of the stars of ABC's new hit series PAN AM, as she visits her favorite designer Richard Chai in studio to be dressed, and also to pick out her favorite items to be sold on JOYUS.

    Later in the week, Rebecca Minkoff shows off her fall Morning After Bag collection and Nicole Miller showcases her favorite Technometal inspired wear for this season. Then designer Julie Chaiken and JOYUS's Chief Curator, Gina Pell, shows you how to wear Chaiken's best-selling fall pants. And don't miss the video detailing unique and versatile ways to wear the myriad of colors in Theodora & Callum's signature scarf line.

    JOYUS has been testing its video sales platform with its first customers since spring; according to Singh Cassidy, early data on the site shows conversion to sales is highest when viewers watch between 2:30 to 3:30 minutes of a JOYUS video. These and other early JOYUS analytics suggest video can increase not only engagement but sales.

    Early retail partners already are seeing strong sell-through on JOYUS videos. "Our experience with JOYUS has been great," says Rebecca Minkoff. "The JOYUS platform allows us to reach a broader audience of passionate, fashion savvy women with our new, in-season inventory. We see video on JOYUS being an exciting new component of our social commerce strategy."

    Singh Cassidy knows the power of moving image. "A minute of video is worth 1.8 million words," confirms Dr. James McQuivey of Forrester Research. Singh Cassidy continues, "JOYUS is a revolutionary step that we think will change the science of selling and transform the shopping experience for users online."

  • Share Download PDF Posted on September 20, 2011