Oli plans to introduce editorial-style videos to its web site to promote three of its designer ranges this week.

The fashion retailer, owned by Otto UK, has worked with HowTo.tv to create the videos. The videos use HowTo.tv’s IDST technology so customers can click on products in the video and add them straight to their Oli shopping bag.

Otto UK business development director Neil Sansom explained that the videos created are different from the catwalk footage of individual products that feature on the site already. He said: “The videos are much more inspirational, with the designers talking through how and why they designed their range, plus showing the products on models. It is much more like a TV show in content.”

The videos have been created as part of the launch of Oli’s Fusion designer ranges. The three ranges featured in the videos are from PPQ, Jodie Kidd and Project Catwalk winner Jasper Garvida.

Sansom admitted that the videos are experimental and have not been tested with an external audience prior to launch. He added that the company may syndicate the videos to other sites, such as big fashion web sites, rather than video-sharing web sites such as YouTube.

Sansom added that any retailer could produce TV-type content, but the ability to click on the video to buy a product marks it as different. Their success will be measured on their ability to bring new customers to the site, how much they raise brand awareness, as well as the sales they generate.