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YouTube fashion videos
(2020)
YouTube is the most widely adopted and successful video sharing platform. It works as a marketing instrument and money-making tool for companies while reaching the target group. After considering the significant literature based on YouTube, it is striking that there is lack of information about YouTube’s benefits as a video marketing instrument for fashion brands. To establish this subject further, the purpose of this study is to enrich the existing findings on social video marketing on YouTube in the apparel industry. The findings indicate the importance of YouTube as a social network for fashion marketers. The second part conducts an empirical study, which makes the YouTube channel performance of nine fashion brands the subject of discussion. Thereby, three brands per lifestyle, sports and luxury sector are analyzed through comparative aspects. Accordingly, the differences and similarities within and between the sectors are analyzed and evaluated.
The purpose of this paper is to determine the relevance of social media for luxury brand management. It employs both a multi-methodological approach: After analyzing the online performance of the three luxury brands Burberry, Louis Vuitton and Gucci, the empirical research includes a survey as well as an eye tracking test executed with Tobii Studio. The findings reveal that online and social media have given luxury fashion businesses the opportunity to establish a sustainable interaction with their customers and distinguish themselves from the competition. Still, the online business holds many challenges for luxury companies to overcome. This paper gives instructions as to how social media can be effectively incorporated into a luxury company.
This chapter provides insights in the future of fashion film with respect to augmented reality and virtual reality technologies. The question: How does augmented reality and virtual reality influence the future of fashion film? is therefore considered. It is important to analyze the influence of those technologies on fashion films to assess the potential for fashion retailers and in best case gain first-mover advantages. To answer the stated research question, a literature research was conducted to gain insights about the topic and its influence towards fashion filming. Explanation of augmented reality and virtual reality is provided as well as implications in the retail sector regarding fashion films. Moreover, company examples already using this approach have been compiled. Furthermore, an empirical research part was conducted including a survey method based on an online survey design. The questionnaire is based on what has been revealed in literature to gain in depth insides and approval. The data gained indicated that augmented reality and virtual reality influence the future of fashion film in various ways. The findings highlight how important those technologies can be in order to enhance customer experience and engagement. Regarding the research question, the conclusion can be drawn that it is highly important for fashion managers to take future developments like augmented reality and virtual reality into account to stay competitive and satisfy the requirements of modern consumers.
This chapter looks at the usage of image films produced by brands and their dealing with themselves. It focuses on analyzing important film parameters, the content and the way it can influence brand image. A list of 70 fashion brands from different categories was gathered through a survey and confirmed by comparing the results with relevant literature. All 70 brands were looked at to find relevant self-referencing films. The films had to be produced by the brand themselves. Videos for advertisement or promoting collections are not regarded either. In total 22 films from 17 brands were analyzed. Results show that most brands seem to have recognized videos as a powerful marketing tool in the social media age. Many brands seem to struggle with the compliance of certain parameters such as length and the use of the brand logo. In general, the content of the videos is focused around the four topics recruitment, value, history and behind the brand. As for the intent, the videos can be classified into the three categories learning, emotion and doing something. This paper not only analyzes this special film category, but also gives recommendations to improve the videos.
The purpose of this paper is to investigate how motion pictures are currently used for the product presentation of fashion articles. An explorative approach was chosen for the literature section. This study shows that the use of moving images for the presentation of fashion articles in online shops is possible in numerous different ways. In order to be able to use product presentation videos meaningfully, one should consider exactly what is the purpose of these videos. Different goals require different means. However, retailers should obtain enough information in advance to assess whether they can afford the production and post-processing of these videos.
Hip-hop culture defines itself through four central pillars: DJing, MCing, breakdancing and graffiti, but a fifth one, fashion, may be in the coming. Hip-hop has become the most popular music genre, and the influence it has on society is undebatable. But as hip-hop artists increasingly underpin their music with visual components, like music videos, the question arises if that has an influence on the fashion industry. This chapter clarifies which factors may determine a fashion business impact and discusses differences between mainstream hip-hop artists and the ones that are active in the fashion industry as well. The focus lays on the way and amount fashion is presented in the music videos. 24 music videos were analyzed, thereof 15 popular records from the past three years and nine of artists that are already considered as fashion influential. Additionally, a fashion influence index was created to compare the degree of fashion between the music videos. Numbers of styles, recognized brands, fashion related song verses, fashion related description box mentions and articles about the fashion in the music video were noted. Findings reveal that the number of outfits shown in the video did not have a direct link to the amount of traffic it produces in fashion media. The artists that are considered influential in the fashion industry, name brands in their song lyrics more often and show brand logos more frequent in their music videos than others. Though over the observed years, for the mainstream hip-hop artists, a rise in fashion awareness can be seen through a higher number of styles, recognizable brands and fashion related verses in the lyrics.
Instagram fashion videos
(2020)
Instagram is one of the most used social media platforms to share photos and videos. Due to this, it can be seen as a helpful opportunity for companies to use the platform as a marketing tool in order to spread information to a wide range of potential customers. Ever since its launch, Instagram is strongly connected to fashion, which makes the platform in particular interesting for fashion brands. According to the screened literature, most brands use Instagram for marketing purposes. It is furthermore a matter of fact, that the utilization of videos plays a decisive role. Following up on this, the question about how brands use videos on Instagram for marketing purposes comes up. Due to this, this chapter aims to investigate the extent to which brands make use of videos on Instagram, what the goals of the videos are and what the most effective videos in terms of user engagement are. More specifically, this chapter includes an empirical study which examines the Instagram profiles of nine selected brands of the categories lifestyle, luxury and fashion and sportswear on the underlying research question. A subsequent evaluation and discussion of the results depicts differences and similarities within the categories and between the categories. All in all, the results of the study show that fashion brands use the possibility of films as a marketing tool on Instagram. The content and types of films thereby heavily depend on the brand category.
Fashion show films
(2020)
Due to technological developments, fashion show films provide fashion brands the opportunity to communicate their brand concepts, to attract attention and to gain more brand awareness by publishing them in the Internet. The purpose of this research paper is to investigate how fashion brands communicate their brand concept and personality through fashion show films. For this purpose, ten fashion show films of brands from the categories luxury, premium, high-street and active wear are investigated. The results indicate that the investigated brands use different ways to attract attention and to communicate their brand concept and personality. The design of the setting, the presentation of the collection as well as the visualization of the brand concept through the brand name, logo, colors or symbols and camera work play an important role to create an effective and exciting fashion show film in order to communicate the brand concept and to promote their brand image. Mostly luxury and premium brands use fashion show films for branding. For high-street and active wear brands the analysis indicates less importance of fashion show films. The limitations of this research are related to the fact that the restricted number of ten fashion show films is analyzed. This gives an overview but cannot provide a comprehensive breakdown of this topic.
Based on new ways of watching series via streaming platforms and a change of buying behavior, advertising needs to focus on new strategies. Branded entertainment gives brands the opportunity to deeper integrate their product placements into television show plots. Through a managerial perspective this increases the advertising effectiveness. The serial ‘Sex and the City’ exemplifies successful branded entertainment and shows how series influence fashion nowadays. The placements are outstanding when it comes to storytelling around the brand or product, setting trends and creating a character connection plus a desire through identification. This chapter shows success factors and chances of placements for the fashion industry.
A case study with four German fashion retail brands was conducted in order to measure the performance of their Omnichannel services. In detail, their Click & Collect service was analyzed. Click & Collect is one of the first introduced Omnichannel services in fashion retailing. Omnichannel services integrate different sales and communication channels providing a seamless customer journey experience. Offline, online, and mobile app customer experiences should provide a seamless customer experience. Omnichannel performance of the four retailers Decathlon, Hunkemöller, Massimo Dutti and Galeria Kaufhof was measured via mystery shopping. A seamless customer journey experience is not yet a standard in German fashion retailing. The four companies differ in many process details. The biggest market potential and the recommendation for further research emerges in deficits of the offline store Omnichannel customer experience. Here, all four case companies have room to improve. Best overall results regarding the integration of offline, online and mobile shops were found with Hunkemöller, followed by Decathlon, Massimo Dutti, and Galeria Kaufhof.