Fox revamps online approach

Twentieth Century Fox Consumer Products launched an e-commerce initiative involving brand specific shops for some of its most popular properties.

The online shops will roll out over the course of the year and are intended to offer a more engaging user experience for consumers. For example, the online shops for Fox properties such as New Girl, Glee, American Dad and Family Guy will feature product as well as the ability to view content and interact with the brands via social media.

The revamped, fan-friendly e-commerce shops will offer an increased variety and stronger product offering for on-demand merchandise introducing categories like home goods, apparel, gym gear, pet apparel, and electronic accessories, according to Fox. The stores will also streamline consumer searches with product lines that allow consumers to find multiple products and licensed merchandise all in one shop.

In addition to fan-oriented merchandise, the shops will offer products that are reflective of what the characters from the popular Fox shows may wear or use. For example, in the New Girl shop, consumers can find kitchenware reflective of the leader character from the show Jess, her personality and her love for baking. Through an on-demand model, Fox is working to incorporate customizable merchandise where consumers can personalize their purchase, resulting in a one-of-a-kind creation that distinguishes it from any other licensed merchandise in the market.

"Our new ecommerce shops were developed with the intention of introducing a unique and innovative shopping experience to the fans of our television shows and films that will serve as an extension of our Fox brands," said Morgan Chess, vp of digital Strategy and commerce at Fox Consumer Products. "Visitors will be able to watch the properties they love and then visit our new shops to find product that is not only referential to the films or shows they watch, but also authentic to the characters they love."


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