Marketing
March 31, 2017
Luxury consumers respond more to backstage content and fashion shows when it comes to video
By Danny Parisi
While luxury has always relied on a sense of mystery and avant-garde aesthetic, a new report from OMD EMEA and Tubular Labs shows that it is real, accessible content that is driving 74 percent of all luxury video engagement.
{"ct":"xH4wauWZQaSsxlkwpdSry21HGkvwwQdUoPhi3DvTzeX+G1wf0+UeaS\/yIk52QgJ1cvundIAewlSt9i4BWgEjM+MNxm3FgwSoXX1Mnj7viaG26jLpkignsHWXdC\/WEItGX2fU9TxIH+PjPop0RI11DRTkd\/WaECwa0aRflXS\/19eLdbgmMxC4OXPJ5bh\/6Q4hFmgmn\/n4YDDD1GIuEJcLyumC3yRa8GUXi7K93nq8Ljgy8mpO0W9Wu2ZVfNbG7dsyEqaL+SM4Oxts\/W\/f7DMpRh9ODF0E1nk1d8EUCvawFcpl2pamvKtQtvtjGTraqyoa1yRVRczlqpzZfFU1y\/05B\/FSXQVikTcfjtyvY6HQWv+VsAEQ78yRB293EGGIUimCxodH3C8FrOfLjJAwhi25yuxWi6PR3Sn8bkCv\/rBNZcvPNe6uipVwD6qolvsVI7HEbVADteo3FgSu4BE+xRsnThMGQva9y4PuQMkBzEtGZd0p8WxWTbdLPqLNbGE+4lR7kJ5Ybf6z7oP0XNm2XWyN6Z\/Dn19z\/tinqCPKwErmG99h5\/RV9XZFSzRpTWplYcoFaSxE5ihXz1qbjtc3td5CpBb\/kxG1v2eq8I\/mdEfmQTU+kOD4Xe87HpVHI2KQ+ftVDiBHDCVvdCOQ\/0Nx\/9TA6YKVSWPX\/j2C6kDGT+Pk6akINVr2\/aHWkFZ+bFA9xilbAmhMv4f3dhSy0sG6RJu8EFOUxMee1fkk4rbeyBmzcvEMFJbydtkpdfrZyAI\/D81IW31MJMZAYjPhbMompZ0EgVGHldw6oXtOpy\/iFiwSfF4BxYyuI0k4KdnMt6OC4qIfSae7Mr5sbOF5KOV6Z8Ur6EVAJmB4IPuOz4nWt0WP7K2a\/iceO9zHgpZl7k67ajDqOzjN4gER3ASEhzCMIoogLkJbjIsrcd3fhCgFB5sH\/NXFh3Yi4RvwyH4vpy7vK7QeUWO4ty1RRSXcgUEP3wZcQMu2wmQFa5un52XelLBGBKoaCMOJWzeV2I5o0F2PkmyEJP7cTkLp4t4SlKufkLwS4VvC8CsLNQ5Ylec1St9sJWW48BWJrKfVrCSlaOnSsKocP0le5ig2YdUxxn7pn4BqfV+G421ig40cAl+IkYpaOPFyke+g4pm3\/rlT3ugNOkk2nNHXnM4G8h4XQfZfU+Yi1Pqvcv8MmUkIGLulAXbRTz2ZJXmIZqh3Lyy0WLEr7zp8121hpm2jUYURyyZSQF6bqB8+s2hnC3c31jQx5JLY9qBdQKL0m9ZSR7mjwTeE2Az2htXjvL9UKhf\/JNizIx5+YuwiSxTovgz32gNk7o0976oqWjrkqbm2B4iX\/C12p7HTWQ5uVxk1UoO1A0BP3iPsahjNo3bHG7GbTWvCi0bFTJVpSqm8sa5+yJVIW28PDviBaYpXsRXCAjrPVdacJPe93yZ7EOlnvTICGBxEs7or7VxDbbopJ05VvpmlEDXUp55\/X4a0l6r+k8wIY3hj3Ca2\/ku7FLDOxrUm8L6cTy9umcLVzFT0fKZ\/FP2bOM8IDzW3pZI2FkiVKVnI85wX9ZUd0H5hbb7u4lJ9pbWhw0SI9x00mS4hz8SalQbeFQeoLbmNVS+CzV5wwYc2iRc9DUj\/8\/OYKF1cr3zKcQHGH16YS\/CGiSmz+qbsHK8Ptad3GDq6lkGUDvY4qahXkmeYDm59R\/PUH8oyMh\/FI073g4YdruAAszllZVLxuXj2mHDDpFUEvM2zt165wyqFKDRxPwSEQSIUy7cqp9Q6LXd8IMzo0hGFU25IcDQaLMUKObzwEEWKz3OK\/Uoiyds3FZvWq\/wbbPvuyACRdHIRFO01kNWSjqatkjS3MtIzWGQego23qrz54AtLmLMkRlifq5JnEXkoE3njhHtk+cnZpAdd5fuwurBkcvAW4+es0UALp4ayX6Vy4IshtfKmDoK65RvlhIpqEAqL1hNA2tLhEt8t28Km4XUYtNASA6b23OAbblVyv8\/CE5I6oQIIkXdyDFwG0A1PkCin904l3y5xifp7c0Dtn1RM8n6wrXBpUBFwKQOOm1b01jQHEqe909mtATruCQVzu+D4oPStxOpsE+uJcOnCk98L2KxKY3nJlCvJ\/wQK9Dk08WLPbUMmMBq3Yn1BuUDy486CoDyalm\/SeRP0YqWehKMuQuLJ7wbCMnrweNwaE7ot9xJGd+grgryeHyE0kgYR\/BmQH7YpKGE02VOQ7vp\/go4k4mV1fCXrJ9pNbSS+eaFke7OcAIbkLrsUBpcBHw41CyQsOukFeYY9saNC\/bPRl63dxI51LWemRRBu8HqvCwkyJyxs+yxYUA7EHr3vwWhjSLjOgSN7EBKw4cpP+kMJ3ogRKnr\/I1uGfDVGty27Y0EgjvzOWcnAcaKtsNsCdvyJj81lpJk5VyV+Y2pt6451aGV35CvFJvagWiAnHuuqFqoG6pYgGaT8V\/XYL4hYlkWBq+NajxqH2Od7PkT7cpKDJ\/qwVyCYMZzgk7J5\/KoKfi\/rJ5qSbCucsRnX5u1DctCDwzea0pcPdsLM4FgLOH+0am4ujxQ30Ul\/6vjUoalfI6NVR0Dt\/5yBD63\/jdU103nVPD2xl1Pt4JekUWQG6gq2ut+hq8QPaCgxrh121xNFPS0s0cVQg5GTWbLcLBlt9YFH0nOhfCVtu8AKO7ScOWXEQwzCdww920KBi0qbzCcaEWVjLb4DfOvXdCiTQdach3qRULYRc8xyWO8nvUATVK\/6R9TQFd7IF0JduhESD6LtOEyrLgNl\/suuyCHMzIO0MX4KCT9wQ4AJKZw6uUvhoaZQMM7CRe6ulzHYPAVPxXvNObyK\/IfpMuPigBTvfCRurRIPqhBJEzjPnU27R62oECI5+hlb7O33KjC0UZJ1Z5u3p184mCo\/DQqplpS8o7TDF8piZ4zY49sH0ht2hnPgjoCsUs9TCMc7skKh8qyctt8oEvQzhBugmNJXm1Kkn89tVUFVnSlNNDiN9fETj+HEp9jSb3zKsCm1heLo41zm6IwnVzR4aPP7dEeojp3TgRHz0fGlV7SE3yGVf4Wj\/AiRsPOVXXOTP\/x3R67X4kqD2X8aGJr+q8TXi6mbqHG5IeAJmihkp6iYunytCAuFO3zXnaLMO+MJIhgN54i+Xmj56qBsujghrszLXvmggU7ysN\/KhhaqfhymuRNptmMeWqTtP2V+\/yCW+7SOpHztgupfSGDucnv\/BQVXZei+0VeYi\/yPfkV7JB1WqGXuiX1wK8PP+cXnJegYxlCcHp8RTmsqUEFQ8XsZVDGiFcFOxK9YZMWP4fl4V+1a7sXZq8vRUOEGX3UpWKdRF0cS1NCwNWgrSu\/qzTtC0dAG+\/6+swxE35pqnVv54LeJOo5X2CBya7hcPlnTXoX\/DG17cFKAYD3vi\/knJ7xt5eT6CBEaJ6VpWmOJ\/oyAASfbzDc0F5YwUv4Pdisx1ioSWuO9briXSJ+V2xkqNGd6b0mJ5YLoCZBkl9+7h7GAf9y93L1GWWiQz1JCnV5VAw25jQvGQf8B4MywaS6XR331sKBBUhOT8mYLP8zw5E2Qo6P0PXCxV23+IQTJftSdM+X+a7CPANboN0Lb2NyZLZDAmQmOA6hHfo2ScPvv3k8yHqksPthVP\/q4YSqMWScTIl0JhASzbBLpPH1nNdDw0fAvGaacTqg4CbPnuAydNbt\/PGrtTlA1GhDYIliwU8FTvRCjdT1t8T0kwXdKanejaEE6q6sjJAUrolh0v6q9zD\/Jb6ImLb8MfjMZqFw0VLipLHw41sPLy84X6A6HtJLPjXkW+wSYlKuANtBCsQNx9yfWFhyiOydFWE2\/J7Ts1hr3xg+qpFpfV5kXnhiUmcm+OWvFbo1zo1DQgB33PpK+tJt0mFHc2ZvMemoJ79tPQBu5raCewUzgClWvTkJKJBI80NAP+Pr7A8sDYXBjLatPr3TzFKvBaptwkFP0kQmxIIfRScpRMYBh\/SJ1knDFmwUIYv3jjx+eYRxMSG37\/kGJesaUlP1oyarIa40KCw1TeT8MU\/Z\/BalshI8qU+PuMu+R+LegsOH7TO9qH\/xWDgX36POFVIY9EoVPs9TZ2s3nlbC9waP8gxxXNpg0kmS6TXLgqgs33UaJdGH14EhnPi37xc\/PUOr2pV4iw7z3nsxfXpsg\/spX0yr6v1ubOutjlXkkkLUhaZZqkSAavDaTWI8nAQbEck\/g+a1ogUbSLbLtNjGl9SZsamPTGm6FDc6YvEgZPcNxBi5nL+AOpPzs1H1CKvHy7s\/FgoqzEQNOep2GbnrBWrVv37eFNcop+JjsX+xeQu6dNF72H2rtg1ukw2OpIKv2WmGCB9es4FDwVXYGC7IbUoR9k\/3UZKsAS9m\/NAJu1rVlOjrdj5SNv4HTmcFCEZZFcLZA\/hdmdUos19LL1csV7Ua1NR2KWCawhtdnM4BupZxCUjOoWVMJZ9HPcz3GvQCcv9q1i0SBp9\/XenJg\/f+2Rai5KFqGu9LjuvcPijqYp9CHeEKgSWoLgb4V2PRlotOjVLNouGRtKofyY5gPTGaErkk2jMoBtyOduHeqHdnPu7yndQCfGgoE2+W3uXKwsP+YDL5vB5EiVfNp1qozBFfKHUnVK1bEuQNxhqrDrciW0xTsI7M5ITUQiEf2lkDRnayxf4lhYl5DvcyKfaYB7Bh+luj+xn9SXOpisdz\/R6a8vIFkLRRMQCi2eUcMlXedqnK9aNh9g+VL5exUnSK0n8DNPPy6l\/pv85kUAc2xva9XDG8v+edeHXt18TIM81lWni5zSJQOJKSs9V5AvHAOSMbAma6MljK6g5bEbITSsho32zRrFfxUacpRSVSSc4CHk6Gz60RbszBO60dxwzec+v+a2oNsQTH5rdtacrvqXV9S7ggyz0cOWrPBfknOldH6JqkLTDmpfguERTfG7dKPdIfONuoN4B+ezKk6fjDtgN9SFVeebblhMmjVjffAXrCIZcrWXaFAWQEK2YufHWTjS7VIxLElf2P1aNgvDOyEghPrU7KOcDzOMGfzZ4JRy62dw5j+ZqwzGQRTR3xHyA0uiNOQagfPM+eIjufLBj7Z7A9to0B3\/Bt+xlcL+IxadRiXelIPl7dYAyf\/DAF14+0MiMS6n8oSyaDBUMHQ+v9Gs05zZljm8C\/w3xCvLFZZhQphPorIwfIThDYNusxkCURiY3pIx5GC48mtlYUmfCh0zbyZkWG+Er8tYUmJqjI8HeIJ7X\/DE5NTFdAJGAxWLQDKYyZGr5YUZj60NAentnuvFQBTa\/UtbPSgIroJxGfDlFymCUPgKSAnL6qv7JYIYMSALRUShs7h53BlK2pTH3T\/YKxsHRZdS9OsvvxhkVsOZ98kf\/QDe\/8tRFgezVHLuG2RLy9X10RugYciMQlHxWh3gFWq1RCnP8xVjSuk3gmRSZNCgTn4x5REcNiS0F8NRiahjlU62IgKOW8nIecGcJtB5tY\/gvaQit8vZK0zHMTmvAXSry5rSO9Yrz0+2IkZH8LQRIrDQwsCWQ0ejr2rFYPpEbmj1cX3gO+uEUefua\/gsAc0BXOvMJXTjaxYCRPfVQmrsGAvk84lTsPorBSWHuDCe3Zr0covYxPv\/1j6QTaXETPZRBU2UGZCf2nBEqlsSIDU0nxJusAoZaV2AAWVkc3sjdjs22cLUY5OR\/lgebldDOyKuctrkL0Y4Z5qlb+ppvWQJMSHDoDJzjbyJgm25P5yaiFQGsVzYpn7q2EHO+FCI5bIKiozw3laoi0pT6frpJj+HbTBij669UMY8pbo1YjwthLWVFp5vpoSNcNcwYayQxIH7+OXE73ioH7QlBTQfELvn1dBoEnJUcifgJDplZqDlBNRp2yjqMynAmhuuABab54LGvLin9OwyJ9NttYiFQUNJpMVaoW6MDtH6UWBNBYsQQQJ53NTgq8DcUf5YwpaLOij5g0eFagy6FejGd9yu1q337elRZj48XwPpkI1i017VqDVzj1a29bZtmn2gaZN4Jn+OC1HAoKgtKAYHLvy702bve2zXXlGiDvGaySJYgqogLNONYB2fr1gZ7\/MlV7FGYeJfYkuzpM4gOH4c4AUjj1KgmvYdU+Fdx5BqGa2HKM\/9fuNiLd8S37u40raiCpcOn4ZwamiuSoRCcLqu5pDCOZIkndiXJ20opvZ1\/L4e41aNl2YIfLeWBvUbevdqi3GtbaaYv8MMkC9i2ta\/8oSfXjFCvRNTXeRQWVUN0d+lRRBpjj5TDI6qGT3Y1s6y34exHQ9VohkkHZr7YtnkgE0U0WM3kXp0R9aK9HJUvsM1rQ5dYHvq1\/OzdLNOHc76mKqcMPTL5F2knE23V\/nykTpc3JVQImzt4PkJBqVsijm5QvoosPrjVhgYoOpkFBg31m\/eLpTQKdyNmr4PCI\/aDXbIqz09US81Jpo8DWnf+4AwgnfJFCllxNHv9vgTVxvopQOOM\/gAZWPw+7WDVHinWA\/HIX2XZX\/p+xySHzUOvM6UQ9FhmIzJxc80f2PrTx4e74npYB2jxcJTrspw229vEe66HhYJbumukHTBuB1GxuoX\/dnZH+xNT+nvOsCdeiYJxh6lboyV9XLFLqRw3Zbqw9yU1Kwh+lomJ8c9J5OmGsUivCQ7ngGD++r9PWPOrpb8L3bX894boSRD2iPC\/RnL3ub8zS6VUkj8bhvu0e5GL\/9XLL2Oo9\/RWqGwXYD9SXOU0haI2XVSz2WoI5rMvZi3GQiqdQP5qNtUxbxQYKIUsMp9gQ6LLY+91b5lm0L+BBZqaleUgL0lbDgqs6tvTdH3y6nUQkUTVd4I3mYmMI7huf5j7UacKQqlL650XKuYKkm9HFnp5MfpQSXQIUTOqL3WEHCvHpICMo0REGiZcyRStYrWTv3\/U71YGO8F\/ckM1GHCRRF6T5hHf+8hZ8O0zV33upfgdmtDg8JLOX0Pn0kLaYEkMJJmyjCO+4IsoPi1dYsE44AkxEX7H1Lagpz5QUvRArKd8IV\/Q7dNQg1QtNJmWX9ZSRu+DjdB+u4t1SanXjJsreCO0QDIPjSdHHYuLbJ8mBL8hJ1JHpCY2AMbZtrFHfezex39kvBxfj8WWMSyAj18IQBHs6wmLk1pNDGECddFhWc0JEWw2exYi0Kw41zizMDpf0BQnmc++VPRi6wsiRQhTCn7mAa9RvUN5CiGdY1sx0FPUhq+AIU43Ls8LrXeCH5N8IyK+zWQjkAc\/ta0emfzFKDBvQW\/P80B7Iv1sDde9ZlFS+dLAXSVs\/ZLOFMyHbdul2RHIQ29p9D\/9vypc9YHwlQ4KJcC10tN6aovZ2FKY+BN9R0ZFAnkUOCwQ6bVT9h+NtD+eLHNHcQaJkOukvomG4vJBafpPLwndKpqrJq5kkp0nhITsDO4iHVHwHKhYPajWvM3Em1Xh\/Pz5EIX3H4MCOhuVMGP+pGK\/KCP4KRdGn55ufXeJXqV40Ae4NvKSJ4ySEiIwViHb2xOaB4ASTDEoqRSx+CYO4luVKU5\/7YgXvw6CE+M4XvSSEwkjifmlIWIZ3V438ZJk8WCgwX+U+MDiVrYQt93p4qUyVNzhj+WeJWb8ErZVWrrODDjr5dk4oLzZUfSsDdTHF+QMCBeOcacFIlNfQXexXvD7AiRdqYdFQVd6afQaHvZ+aUZTGpS4ZoNnlpfYJNwXRfghNFexFuK96167AIgIIV0Gm+a71GYdAICZXlOJ9iK2DB\/x55hzEj8ndlp2PfTGfdhBOcazdPSbJBOmpD7oWC\/mXNbs1EufhxADjjHHQbFQHXmmwh48mbiqi8gUS62vnxQM70ZIAbugo7a32FMogOCA==","iv":"76b0a72b7d19212f5b4dee676b9eb5c6","s":"1e7486bd570736e7"}
Share your thoughts. Click here