The interesting feature of the channel is the use of custom gadgets and annotations. The channel contains many 30 second clips with Karina showing off the latest in Japanese fashion. Users can click on the annotations in the video, which will bring them to the relevant page within the online shop.
Nissen is the first in Japan to use the custom gadgets, shown above the actual movies, for e-commerce purposes. Some 23,000 items can be searched for through these gadgets, and the coming autumn and winter collections are also included.
The YouTube channel also has a keyword-based search functionality for its products, a section for weekly top selling products and social media features like Twitter.
Currently 16 commercials can be found on the channel, and there are plans to expand this with more original content, fashion shows and even interior design product offerings. Watch this space.
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