We all know that video content, especially YouTube, remains the most compelling way to capture an audience online, especially if you are a luxury brand looking to deliver aspirational content for the masses who might not be able to afford your latest collection but are still interested in experiencing a little part of your brand.
Some interesting stats (as curated by E-Consultency) :
- Luxury Brands Account for 4 of the top 6 most popular fashion labels on YouTube.
- Victoria’s secret is the most popular at nearly 500,000 subscribers, followed by Chanel at 250,000, Dior 124,000 and Burberry 110,000
- Consumers demand more from brands through social media – in a recent study 70% of respondents said they would contact brands through social media first
Considering that perfect intersection of eCommerce and Content – investing in great video content is clearly the best route to securing an engaged customer base. What is equally important is that the content is intrinsically connected back to the eCommerce experience …. drawing users in for the content and hopefully referring them through to purchase.
Here is a round up of a few of the branded video content in the luxury sphere:
A multi-part series “Inside Chanel” introduces us to the man, the myth and the legend…. Karl Lagerfeld
The always intriguing Cara Delevigne introduces the new Burberry A/W13 campaign through YouTube.
Didn’t get an invite along with Grace and Anna (front left?) – no problem, through YouTube anyone can get a taste of the latest show….