Every hol­i­day sea­son, only one tele­vised fash­ion show com­mands a highly antic­i­pated audi­ence of 15 mil­lion view­ers world­wide. Broad­cast on Decem­ber 10, the Victoria’s Secret Fash­ion Show stunned the world as the highest-rated pro­gram of the evening, with 9.3 mil­lion view­ers that night alone. The show gen­er­ated buzz and spread brand aware­ness to con­sumers around the world. Those unaware of the brand were bound to ask, “What is Victoria’s Secret?”

Like Victoria’s Secret, Japan­ese retailer Xavel attrib­utes a key part of its suc­cess and more than $200 mil­lion in annual sales to host­ing pop­u­lar bian­nual fash­ion shows. One of Xavel’s secrets is excit­ing trend-setting fash­ion­istas into buy­ing the newest cloth­ing lines using mobile phones dur­ing and after the run­way shows. Both Victoria’s Secret and Xavel pub­lish the fash­ion show videos on the Web to fos­ter the same emo­tional expe­ri­ences online.

Unlike many other lux­ury brands, Burberry, a British apparel and acces­sory designer, not only live streams its shows, but also lets view­ers click-to-buy its col­lec­tions after the show ends. Burberry posts the live stream on its web­site, where its tar­get afflu­ent audi­ence can view the clothes’ tex­ture, motion, and col­ors in detail. It’s a pow­er­ful, high-conversion form of video commerce.

When the show is over, Burberry keeps its brand in con­sumers’ minds by let­ting them view run­way show videos on the com­pany web­site. As you watch the run­way show online, you can view images of each look and share them with friends via social networks.

As brands like Burberry con­tinue to show that live stream­ing can be done effec­tively with­out dilut­ing the brand and its asso­ci­ated exclu­siv­ity, more and more lux­ury brands will likely take heed and exper­i­ment with pre­view­ing upcom­ing col­lec­tions through video plat­forms like Insta­gram and Snapchat, lever­ag­ing video com­merce for con­sumer engage­ment and over­all conversion.

Fash­ion brands and retail­ers would both likely agree that there’s noth­ing more effec­tive than cus­tomers com­ing into their stores and engag­ing with their prod­ucts. But when it comes to online retail, video com­merce is the next best thing to try­ing out prod­ucts in a store. It offers a valu­able oppor­tu­nity to deliver com­pelling expe­ri­ences in a click.

As the most share­able form of media, video effec­tively imparts a brand’s voice and builds a bond with a cus­tomer.  Watch­ing a video on the L.L. Bean site, for exam­ple, gives you a vis­ceral exam­ple of how pow­er­ful the medium can be in build­ing an emo­tional con­nec­tion with cus­tomers through tes­ti­mo­ni­als, human inter­est sto­ries, and com­pany her­itage videos.  An effec­tively pro­duced video can enter­tain and inform while also immers­ing you in a highly emo­tional and mem­o­rable expe­ri­ence that enhances the brand. Sim­i­larly, on their prod­uct pages, Aber­crom­bie and Saks Fifth Avenue use video to accen­tu­ate the buy­ing expe­ri­ence. Along with a carousel of images, both retail­ers use 3 to 5 sec­ond videos to dis­play the beauty and vivac­ity of their products.

Even online spe­cialty retail­ers have found sig­nif­i­cant suc­cess with video engage­ment. Ariat, an eques­trian sport sup­plier, found that vis­i­tors who viewed a video on its site had a 160 per­cent higher con­ver­sion rate than vis­i­tors who didn’t.

And sur­pris­ingly, hav­ing a video on a prod­uct page—even if it’s not viewed—can increase con­ver­sions.  Onli​neshoes​.com not only made this dis­cov­ery, but also found that cus­tomers who did view a video con­verted at a rate 45 per­cent higher than the site’s average.

Zap­pos, a large shoe retailer, has been a trail­blazer in using videos on its prod­uct pages. The com­pany has found a 6 to 30 per­cent sales increase for prod­ucts with pages that include video demos.

Today’s com­plex world of mar­ket­ing across mul­ti­ple screens is becom­ing even more tech­ni­cal. Full-service mar­ket­ing plat­forms, such as Adobe Expe­ri­ence Man­ager, can help lux­ury brands dynam­i­cally serve an appro­pri­ately for­mat­ted video on any smart­phone, PC, or tablet prop­erty.  Mar­keters can use these plat­forms to cus­tomize inter­ac­tive videos that emu­late in-store expe­ri­ences. For exam­ple, an online shop­per can watch a video of a fash­ion model demon­strat­ing the prod­uct and inter­act with the objects in a video—such as click­ing to learn more, sub­scribe, or buy—all while the video is playing.

Video com­merce is quickly becom­ing an inte­gral part of e-commerce and brand mar­ket­ing. By com­bin­ing immer­sive brand sto­ry­telling and engag­ing prod­uct demon­stra­tions, video gives you the cre­ative flex­i­bil­ity to bring both your brand and prod­ucts to life.

3 comments
Rtml guru
Rtml guru

Most people learn about us online before they even meet us. Video is the best way for them to get to know Bringing Brands. In a video, we can tell others how we can deliver value for them, as an employee, business partner, consultant, etc. It seems to me that this is just the evolution of Video Commerce.

brandignity
brandignity

I think more and more organizations are starting to really adopt these types of media rich avenues when it comes to building awareness and brand building in general. I think some industries will stick better than others in this area but fashion is surely one that can leverage live streaming of events. Another is sports!