Oscar de la Renta, Calvin Klein rev up Vogue.com with exclusive video ads

Esprit D'Oscar

Retailers Oscar de la Renta and Calvin Klein are targeting tech-savvy consumers with exclusive video and banner ads on the Vogue.com site.

The brands are taking up ad units on the sides and top of the screen that share interactive videos about their products. Each ad unit on a particular page features only one brand, which stops them from competing against one another.

“There’s a natural kinship with the Vogue print edition, and the editorial quality makes it a trusted resource for those on Vogue.com,” said Shenan Reed, chief media officer at Morpheus Media, a Createthe Group Company, New York.

Ms. Reed is not affiliated with Vogue or the brands, but agreed to comment as an industry expert.

When in Vogue
When consumers reach http://www.vogue.com, they are met with an array of articles and ads at the top of the screen, which they can scroll through.

Each of the brands are selling one product: Oscar de la Renta is selling the Espirit D’Oscar fragrance, while Calvin Klein is featuring its 2011 collection.

In addition to the video ads, there are also each of the brands’ Twitter and Facebook links, a list of the brands’ latest Tweets, an ad that shows the product and how much it costs and a banner ad unit.

Calvin Klein watch for sale, with price, on the Vogue site

“Aesthetically it’s a beautiful site, and there is some comfort level and the quality of content that the ad will be surrounded with,” Ms. Reed said. “This makes it easier for luxury brands to feel like they aren’t being taken advantage of in content that they won’t be close to.”

When consumers roll their cursors over the Oscar de la Renta ad unit at the top of the screen, the unit expands and consumers are shown a high-resolution video.

The Oscar de la Renta video on Vogue

The video features brand founder and namesake Oscar de la Renta and the focus and explanation behind the new fragrance.

The Calvin Klein ad unit focuses on a man and woman wearing Calvin Klein, focusing on watches, shoes and apparel.

The video depicts them together.

Calvin Klein video on Vogue.com

Internet clicks
Many luxury brands are marketed through the ads and content in Vogue print editions, so it is a natural step for them to be on the magazine’s digital version, as well.

Along with the exclusivity factor, these ad units engage the consumer much more than a traditional print ad.

The Calvin Klein ad on Vogue.com

Consumers can click on the advertisements, watch the videos and then visit the branded ecommerce sites.

Also, consumers can connect with the brand via social media while on the Vogue site.

“The brands have the prices on the products up on the site, too, which is huge,” Ms. Reed said. “They never would have done that years ago.”

However, this could be playing into the fact that brands are starting to become more accessible for luxury consumers.

Now that brands are on social media, they can interact with consumers, invite them to events and offer them special promotions.

Since Vogue has such an active community with its readers, it makes sense that two brands such as Oscar de la Renta and Calvin Klein would make themselves available on this site.

Although an ad unit such as this is expensive, Ms. Reed believes that it could be worth it since it is being applied to the right audience.

“I don’t think that retailers are grasping how advantageous this is,” Ms. Reed said.  

“It’s a great place for luxury brands who are already running in Vogue in print, or for those who can’t be there in print, and reach the same high-end audience who are forward-thinking in fashion and luxury,” she said. “This just shows how much the brands trust Vogue.”

Final Take
Rachel Lamb, associate reporter on Luxury Daily, New York

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Tags: a Createthe Group Company, Calvin Klein, luxury, luxury marketing, Morepheus Media, Oscar de la Renta, Shenan Reed, video ad units