How The Fashion Industry Uses Videos
It’s the ultimate luxury taken for granted: shopping from home. Fashion commercials invite our eyes to feast on all of the infinite clothing possibilities, all while eating a sandwich or laying in bed. Luxury and generic brands alike enliven their products with captivating cinematography and enticing visuals, taking a viewer’s shopping experience to the next level.
A high quality video is the closest thing to an in-person viewing. Long gone are the days consumers have to walk into a shopping mall or store to figure out what they want to purchase. Fashion advertisements are incredibly beneficial to companies because they help increase brand awareness, recognition and sales. Incorporating videos on one’s own fashion site can vastly help the company’s search engine optimization (SEO) too, meaning Google search results will increase. According to StyleShoots, there is 41% more search traffic to sites using videos compared to those who don’t.
Having a 3D moving image of a model wearing say, a shirt, also gives the consumer a much better idea of what it will look like on them, as compared to a still photo. This will likely give them more confidence in proceeding with their online purchase, since they can’t try it on themselves. Marketing director of Stacksandstacks.com, Cathy McManus, said that shoppers are 144% more likely to purchase an item if they’ve seen a video of that product beforehand. They can easily hop onto their computers (if they aren’t already on them) and quickly look up the item that has caught their eye.
Companies can use videos to market products on a variety of platforms, from their website to television to pre-rolls. But as Yuli Ziv, founder and CEO of Style Coalition said in an interview, “You can’t just expect that a video will automatically be more engaging just because it’s a moving image. You have to think about what you want the viewer to do. What action do you want them to make after they watch it?” Videos are better produced when you know who your target audience is and what they want to see. Some degree of storytelling is nearly always an effective advertising tactic.
It is important to understand what has led other fashion brands to succeed in order to transfer those same practices over to your own video marketing strategy.
Alanna Goodman is a marketing and communications intern at Green Buzz Agency. She reports on the latest trends in fashion video marketing.
Corinne Buckwalter contributed to this post.