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Imagine Fashion describes itself as a “must-visit interactive fashion film destination”.

The site, which launched in June, includes exclusive films, interviews and behind the scenes videos. As each film is played, links to product worn by the models are displayed which allow users to click to buy.

Although not a unique concept, Imagine Fashion stands out because this is the site’s sole purpose. In a similar way to other affiliate sites, when users click on the links they are taken to retailers’ transactional sites.

While the theory behind the site is good, when Drapers tested it the films jumped and the links did not display for long enough to allow a user to click through. There is an option to show the video’s whole product range, but this is not clearly displayed.

The site also has a section called ‘IF windows’ that contains image galleries of store window displays from around the world. This is clearly displayed but has no click-to-buy option.

Imagine Fashion is a good concept but it is difficult to navigate and does not push the transactional element enough to make it a shopping destination. Its users will be those enticed by arty, fashion films, limiting its appeal.

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