Fashion brands have long been about exclusivity and being unattainable, but with the rise on an online market, especially with customers now wanting access to their favorite brands and goods over the Internet, fashion brands have been increasingly turning to online video as a way to communicate with a wider and more diverse audience. With online marketing and promotion tools for videos, even the smallest fashion brands can gain exposure.
The days of fashion brands not having an online presence is over: they have realized that in order to really capitalize on the Internet generation and the influence they have in the market, brands need to make their products and ideas more accessible and the best way to communicate their brand identity is through the Internet. Videos, in combination with a social media presence, are a great way to communicate with existing customers in a new way as well as reaching a new audience.
Although there are many ways to promote a brand online, videos are a particularly effective medium for fashion brands because of their ability to communicate feeling and atmosphere, two things that are very important when creating a connection between brand and customer. With the combination of sound and imagery, they are able to give the customer a real feel for what the brand is about. A video can also provide much more information than, for example, an advertisement in a magazine. Videos are also more interactive than print media, allowing viewers to comment, like and give instant feedback on the brand. Active YouTube channels, can be more than just a place to show catwalk shows or the latest product line—they can show backstage videos or interviews with key people in the company. This helps the customer to see the brand as more than just a corporation.
The internet and online video provides a interactive experience for both the brand and the customer. Platforms such as YouTube provide a free host for videos, with many options for commenting, liking and sharing. This provides the audience with a way to discuss and share the video. With US Vogue having a readership of only around 11,000 and a full page advertisement costing around $135,000, it is easy to see why many fashion brands are choosing to go online to reach their audience.
With the rise of fashion bloggers and their increasing influence on customers, having an interesting and creative video on their blog can gain much positive exposure for the brand. These bloggers have more of a personal connection with the customers and can really create excitement and interest for a brand. Having a video featured on a blog is a great way to get brand awareness.
For the brand that doesn’t already have lots of exposure and existing brands that want to reach a difference audience, there are companies that specialize in increasing companies online presence. Companies specializing in affordable viral video promotion, such as Virool, can help promote videos by targeting a specific audience to gain real views for videos. Virool can also help to put your video on blogs, games and apps, reaching existing customers and gaining new ones, therefore growing revenue for that company. Best of all, such services can start at as little at $10, meaning up-and-coming designers don’t need to bankrupt themselves in order to achieve notability.
Online video is a great way to communicate with existing and new customers, which in turn creates revenue and exposure for the fashion brand. With a promotion company such as Virool working alongside them, online video can be a great tool for a fashion brand to gain new customers, inform existing ones and really make a statement online.
