In the world of fashion, you’re either in or you’re out. At least that’s what Heidi Klum tells us on Project Runway. What, you don’t watch it too? Heidi’s not talking about video marketing but if we had a say, we sure would be!
By its nature fashion is a visual brand. Customers want to see and feel the brands they love and the styles they crave. Video marketing is a fantastic medium for brands looking to make that type of connection online.
If you’re in the fashion world, your go-to move is using video marketing to put awesome content in front of your target audience. Some of the biggest brands in fashion are already on this train so there’s no time to waste!
But don’t just take our word for it. Here’s are a few brands that are crushing their video marketing strategy.
Christian Dior is a luxury brand and their videos don’t disappoint. Their video marketing content is heavily focused on setting a carefully crafted and artistic scene that conveys their brand’s identity.
In fact, most of their content transcends the traditional video advertisement and becomes almost like a mini-story themselves. They’re visually appealing and beautifully made. Like many high-fashion brands, Dior’s video content does a great job of elevating the brand and showing off the style and culture they represent.
Wait, what? We go from Christian Dior to Old Navy? True, it’s not exactly the highest form of fashion, but Old Navy is a great, fun brand that really knows how to use their video marketing effectively. Not only do they create great content, they’re also nailing it on consistency.
A quick look at Old Navy’s YouTube channel is all you need to know about the importance of quality content and consistent posting. The last eight videos Old Navy posted have come in the last week alone. A closer look shows that Old Navy averages around 20 videos each month.
The content itself runs the gamut from promoting sales to advertising new features and all points in between. The videos themselves are not overly complicated or showy for the most part. What they are is effective. Like this quick video that promotes in-store pickup of online orders.
Levi’s is one of the most popular jean companies in the world and has been or over 100 years. Their video content is a hodgepodge of both advertisements and content marketing gold. Like this video below:
This video is a quick and to-the-point style guide for one of their products. As a fashion company, Levi’s is committed to using their video marketing space to help their customers look their best. That one video is part of a series of style guides that Levi’s has produced.
A look at their channel shows they aren’t skimping on consistency either. Levi’s posts a video every few days and several each week. At its best, video marketing is best approached from multiple angles. Sure, you need to make effective video ads. However, don’t neglect the style guides, how-to’s and other helpful video types. They go a long way towards raising awareness of your brand and showing your brand’s personality.
Old Spice has been killing it with their video marketing for a long time. Their content tends to tell a brief story, often in a ridiculous or fantastic setting that is a little over the top but good-natured and fun for all. The video below was part of a wildly successful marketing campaign and with 55 million views (and countless more on television) it shows just how effective video marketing can be.
As an 80-year-old brand, Old Spice has demonstrated an incredible ability to reinvent itself as needed and to engage their target customers in new and innovative ways. This includes response videos where the actor from the above commercial, Isaiah Mustafa, responds to fan comments.
JC Penney’s video marketing approach is similar to Levi’s in that they’re killing it from a content marketing perspective. JC Penney’s video content is chock full of seasonal ideas, fashion tips, and more.
They’re also consistent with their posting, adding a new video to their YouTube channel at least once a week and sometimes more. JC Penney, like Levi’s is doing a good job of showing their brand identity while also providing helpful information to their viewers.
Style guides and fashion tips always make for solid video marketing content as they’re much more likely to be shared by your audience than a traditional advertisement.
Let’s bookend it with another luxury brand: Chanel. Chanel also captures the essence of how powerfully effective a helpful approach to video marketing can be. Since cosmetics are a visual medium, it’s no surprise that a lot of Chanel’s content is tutorial-driven.
Chanel also features a variety of celebrities modeling and showcasing their products. Like many luxury brands, Chanel also produces full-length advertisements that don’t skimp on style or substance. However, this ad below with Kristen Stewart goes a long way towards showing off the “power of the product” by placing it on a familiar face and showing off the product in action.
Are You Fashion Forward?
Fashion brands of all shapes and sizes are making effective use of video marketing online. And for good reason too. Over 40% of YouTube users turn to video content to learn more about a product.
When it comes to fashion and style, video marketing is simply the most effective tool for reaching and engaging with customers online. The brands above, as well as many others, are truly taking advantage of this medium by producing consistent, quality video content.
If you’re a fashion brand looking to make a splash, video marketing is the way to go. Create beautiful, professional quality videos that tell your brand story, showcase your style, and perhaps most importantly: demonstrate just how great your products are.