Collections are often inspired by themes. Marketing campaigns aim to attach consumers to that theme, hoping that it inspires people on an emotional level. And while brands in our industry do pursue artistic brand expression, we often see campaign videos that don’t showcase any product. Similarly, it is often the most creative silhouettes of a new collection that are used for marketing purposes, (shows and campaign videos) while they may not be available in stores because retailers buy into more mainstream merchandise.
Who’s paying for that campaign video showcasing the new SS12 collection? Is it a sales or marketing budget?
Marketing and Sales have always been closely related. Marketing aims to sell the brand’s dream (branding) and drive people to purchase (sales). Flagship stores aspire to build a brand experience with retail functionality. There’s a reason for that. People buy into a brand and consume its products.
As the possibilities of online develop and we attempt to tie marketing material to e-commerce, we might have to rethink our campaign strategies. Branded videos inspire people to buy, preferably the products that sparked their inspiration. But what if these items will never be for sale?
Gucci shook up the industry by launching its first ‘shoppable video’ last year. The video was created specifically for that purpose, merging brand experience with product display so that people could actually purchase the featured items.
More brands, such as Paper London, seek ways to leverage video for e-commerce. The overwhelming response by the industry drives other leading brands to look for opportunities to do exactly the same thing.
FASHIONQLIC, a soon to be launched shoppable video platform I happen to be part of, is convinced that interactive fashion videos will be ‘the next big thing.’
“People first seek to be inspired by brand experience and subsequently desire to inherit the brand into their personal lifestyles by consuming its products. We have been merging brand and merchandise for years through flagship stores, and it’s about time we’re taking a similar leap digitally.”
FASHIONQLIC is a video platform turned retail destination for Fashion and Luxury, where the brand merges with merchandise, harnessing the power of video for e-commerce.
Another player grasping the opportunities of these new developments is THE LOOK NOW (www.thelooknow.com). THE LOOK NOW introduces mini-movies:
“Mini-Movies replace the traditional shoot with a compelling narrative and original music.”
This is one of the few examples that grasp the merging of marketing and sales. Creating a compelling narrative and integrating original music to reinforce the brand, while also composing film for the purpose of sales, help to achieve this.
At the very least, the tools of video are becoming more accessible. Creative direction is key to success and to making sure that all material is on-brand instead of yet another generic-looking backstage report. Commercially, we need to search for ways to create video content that can be leveraged for e-commerce in many different ways. Through a brand’s digital flagship and emerging platforms, they will position themselves on the horizon of Fashion and Luxury’s digital space.
Photo Credits: Xavi Arnau