By Evin Nakiran
A great example of a fashion brand's content on youtube would be Chanel. Although it's on a different status as compared to other brands, the base on how a fashion channel should run on youtube is practically the same, brands could definitely use the style and format of Chanel's videos as a template for their own.
Boasting a subscriber count of over 1 million subscribers and a view count of over 4 million views in the last 30 days as of January and February 2018, Chanel have certainly unlocked the key towards good fashion content on youtube. Their videos mainly consist of make-up tutorials featuring new products, fashion show footage, or interview from top designers. For example, Chanel published a short video for the No. 5 fragrance on their YouTube channel, entitled "The One that I Want," starring model Giselle Bündchen. Due to social media marketing and word-of-mouth effect, it had nearly 4.3 million hits on YouTube in just over two weeks. Obviously, for smaller companies that can't afford a well-known model, a video of such stature might be a challenge but the idea behind emotionally connecting with it's audience with the tagline, "The One I Want" is what really grabs attention. I personally feel connected when a brand is able to make me feel special and that is exactly what Chanel is trying to accomplish. As the world becomes more technologically advanced, the demand for two-way communication between brand and consumer becomes stronger.
Another great example of a fashion brand's content on youtube is Burberry. Burberry has over 300,000 subscribers and a generation of over 500,000 views in the last 30 days as of January and February as of 2018. The reason why I picked them ahead of other brands is their ability to incorporate a form entertainment within their content. Burberry has an all-inclusive playlist devoted to showcasing British acoustic artists. This page, labelled "Burberry Acoustic," is the largest and most viewed playlist on their YouTube channel with 91 videos and 2,860,593 views as of February 7, 2018, on this playlist alone. This playlist is a series of British artists performing a song, all while sporting Burberry attire. At the beginning of each video the artists name is depicted in the classic Burberry font. Artists say they are playing for "Burberry Acoustic." Besides that mention of Burberry, there is hardly any direct advertisement of a Burberry product in this strategy.
Work Cited
Hanke, M. (2018). Cite a Website - Cite This For Me. [online] Elon.edu. Available at: https://www.elon.edu/u/academics/communications/journal/wp-content/uploads/sites/153/2017/06/07HankeEJSpring15.pdf [Accessed 25 Feb. 2018].
Youtube.com
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