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.
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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. Onlineshoes.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.