The Rise of Video Has Fashion’s Content Machine Working Harder than Ever
Nowadays, video is king. Millions of people spend hours each day surfing TikTok, Instagram, and YouTube, watching reels, hauls, etc.
Even in the early days of social media, famous fashion brands could attract a huge number of subscribers because of their popularity. Millions of people around the world wanted to join their favorite brand and feel part of a phenomenon so significant to them.
But is global reputation alone enough to establish a strong position in social media? In this article, we explore the features of video content from luxury brands. Suppose you want to become a fashion blogger or simply wish to improve your editing skills, learn the best way to add text to video with an app, and use your potential to the fullest. In that case, you are lucky: the Internet is full of helpful information and free (or partially free) tools. So, let’s take a look at how brands work with video content.
Chanel
Chanel’s laconic home page on the popular YouTube video hosting site has a unique signature design. All videos presented in the playlists are divided into categories: fashion, makeup, perfume, jewelry, and more. Clicking on one of them opens up a simple and clear list in front of you, in which there is nothing superfluous – only the titles of the videos and their previews.
A minimalist player shows the videos on the channel, and the comments below them have a simple color scheme – black text on a white background. Video content is updated every few days but without a clear reference to the date (for example, a new video every Monday).
Most of the material on Chanel’s channel consists of reports on the latest events of the brand, footage from fashion shows, and television commercials. Makeup tutorial videos and tips on achieving a particular look also appear regularly. The content of the video channel focuses primarily on the high-budget segment: the best advertisements for clothes and other new products with the participation of celebrities are offered to the attention of users.
Dior
Dior’s home page differs from the glossy Chanel in a simpler design and has a standard interface with a title video, the latest updates, and a list of videos divided into categories.
Therefore, despite the fact that the channel’s appearance is inferior to Chanel’s, the brand boasts a fairly large number of subscribers. Constantly updated video content promises to keep the audience up to date with the latest events and novelties: the channel contains a variety of clips, such as product advertisements, fashion shows, celebrity interviews, and educational videos.
Burberry
Burberry has a unique social media strategy in which video plays a key role. The brand management is obsessed with its British heritage and uses the music of foggy Albion in the materials, including a variety of acoustic themes from unknown musicians. Thanks to exclusive music, Burberry videos on the YouTube channel are gaining views.
Incidentally, musicians also take center stage at Burberry fashion shows, with personalities like George Ezra and Paloma Faith modeling for the new collection. However, the content of the Burberry channel is not updated as often as the competition, and sometimes it takes several weeks since the last video was posted.
Louis Vuitton
Just like Burberry, Louis Vuitton does not have its own unique design on YouTube. Despite its diverse content, the channel’s content is a jumbled video mix of travel clips, fashion shows, and TV commercials. However, it is worth noting that each video is made to the highest standards.
In terms of updates, Louis Vuitton’s marketers only upload new videos once a month, which may explain why the channel has far fewer subscribers than its rival brands.
Conclusion
Popular brands, be it fast fashion or luxury clothing, make great efforts to maintain their image through branded YouTube pages and official communities on social networks.
Posting engaging video content regularly allows companies to stay in touch with their fans, and even big houses like Chanel and Dior are realizing the importance of social media by constantly updating videos on their channels. Brands also utilize other platforms: both TikTok and Instagram are widely used nowadays. But it’s a separate topic to discuss in another article. All in all, videos can do miracles for a business, improve its recognizability and bring more customers. Brands understand it, so no wonder video content is one of the most popular for now.