Luxury brands have traditionally relied on imagery in print catalogs and magazines to engage consumers and convey desirability.
But static images and written descriptions can’t compare to a well-executed interactive video experience. Video provides sensory information viewers can’t get through other media to help them imagine using the products in their own lives.
What types of video are luxury brands creating and how are they deploying their clips? Let’s take a look at some examples…
Types of video used by luxury brands
For their women’s and men’s spring 2012 collections, Barneys New York CO-OP released e-commerce videos with a twist. The videos feature models telling funny life stories, dancing and singing, all while wearing the latest looks. What is utterly enchanting about the videos is the models’ candour as they talk about their tattoos, foot bruises and backgrounds. Interactive product thumbnails of the items being worn pop up throughout the video allowing shoppers to buy the clothes the models are wearing straight from the video. The luxury retailer used video commerce solutions provider, Liveclicker, to create this interactive shopping experience.
Earlier in 2012, Italian fashion empire Gucci released its second shoppable video featuring its spring/summer 2012 collection. Clicking any product lets consumers buy through their online store. According to Luxury Daily, Gucci’s first e-commerce video for their fall 2011 collection achieved an 83% click-through rate, with a 5.8% click-through on “buy it now.”
“How it’s made” video
In its 2011 report, Luxury Branding and Marketing: A Global Comparison of Wealthy Consumers in Top Markets, The Luxury Institute found that luxury brands are defined by superior quality (73%), craftsmanship (65%) and design (54%). Finding ways to convey these attributes to consumers is crucial to standing out from competitors. For example, Louis Vuitton occasionally brings their artisans to retail stores where they hand-stitch leather goods. Video, however, allows the brand to demonstrate the handwork and craftsmanship involved in their products on a grander scale and make consumers feel their money is well spent.
How luxury brands are deploying video
Beyond the standard desktop video campaign, here are a few other ways luxury brands are deploying video to extend their brand reach, foster deeper relationships with customers and build excitement around promotions.
- Mobile video
The increasing use of tablets and smartphones amongst affluent consumers is causing mobile video consumption to rise. Luxury brand marketers already creating video must therefore optimize their content for mobile devices to reach these shoppers. A few requirements: keep the clips short, calls-to-action clear, navigation simple, and don’t forget to include social sharing options.
French fashion house Chanel optimized its watch and fine jewelry sites for mobile in 2011, but sadly there was no way for users to share the videos with their friends.
- Video in email campaigns
Including video in email campaigns can help luxury brands deepen connections with their most loyal customers and build excitement around product launches. While emails used to be more of a broadcast medium, today consumers expect to participate in the conversation. By providing appealing, exclusive content for your loyalists to react to and share, you facilitate their involvement in your brand. Employing video in emails can even help increase your Facebook ‘likes’.
In March, Tory Burch used in-email video to show how to style its tweed jacket for spring. The email also linked through to their e-commerce website where customers could buy the product.
Email is also a great way to launch new collections. Instead of a print catalog, Barneys New York sent its list emails with stills from the men’s and women’s shoppable videos mentioned earlier. The emails included a link to the videos.
- QR codes linked to video
By using video QR codes in print materials or shop displays, marketers can increase consumer engagement time and reinforce their brand image and values. It’s good practice to let the consumer know in advance what they are going to see when they scan the code. Otherwise, you risk turning off those who may not be able, or may not want to, view a video at that time. In February, jewelry-buying house Circa Jewels encouraged shoppers to take a behind-the-scenes look at a campaign through QR codes embedded in print ads in Town&Country and Harper’s Bazaar magazines. Consumers who scanned the code with their smartphones were brought to a mobile-optimized blog post.Another example, over the 2011 holiday season, department store Saks Fifth Avenue included a QR code in its window display that allowed visitors to either see a video of the Saks’ holiday show or shop on a mobile-optimized version of Saks.com.
In summary, video is a crucial tactic for luxury brands. For more ways iconic labels are employing video in their marketing strategies, visit the online newsletter, Luxury Daily, for a wealth of sound advice and campaign examples.