Videos

Dress No. 6 creation video The browser also has the choice to watch the entire runway show or the runway walk of a single model.Every image opens to a pop-up screen over the collection’s home page.The cut-outs of the hand painted prints lead to a pop-up of the pattern that covers the entire screen and slowly changes from a sketch to a detailed image. If the consumer stays on the image long enough, the print will slowly revert back to the original sketch.Schiaparelli's scrapbook effect of the Web site provides a behind-the-scenes glimpse with consumer-friendly interactions and explanations.All-access passes Behind-the-scenes videos and images offer a brand’s consumers insight to the skill and detail that each piece demands. The notion is becoming the norm for fashion brands.Luxury brands that offered social media all-access passes and behind-the-scenes footage for Mercedes-Benz Fashion Week were not only the norm, but mandatory for those looking to engage with consumers on a deeper level.When luxury brands started letting consumers behind the digital velvet ropes, some experts questioned whether or not this process dilutes a brand’s status. However, this type of interaction is not only encouraged but is becoming necessary to building brand loyalists and acquiring new customers (see story).Schiaparelli’s relaunch in 2012, after a 58-year hiatus, most likely left the brand seeking the loyalty of both old and new consumers. The behind-the-scenes look at the first couture collection since 1954 will likely build a fan base by creating an intimacy between consumers and the company. Other brands have effectively used behind-the-scenes videos.For example, Italian label Valentino took its Facebook fans behind the scenes of its haute couture fall/winter collection through a video that shows close-up shots of the products’ details.The “Welcome to the Secret World of Couture” video was available on the brand’s Web site and shows the models preparing for the fashion show and the details in the apparel. Promoting a behind-the-scenes video can allow brand enthusiasts to feel even more connected with a brand (see story).Schiaparelli’s scrapbook offers a new spin on the behind-the-scenes video by giving an interactive aspect to enthusiasts. This style will likely generate consumer awareness of the brand and the collection."Schiaparelli is incorporating a multi-faceted, interactive perspective through a whimsical approach," Ms. Strum said.  "The educational aspect of the behind-the-scenes videos provide an enriched experience in the discovery of their featured products," she said."Mixing cross-media content increases the opportunity to seamlessly create relatability which essentially should lead to stronger social sharability."Final Take
Nancy Buckley, editorial assistant on Luxury Daily, New York

John Varvatos' collection videoThe model and the words paired together create imagery of the man who might wear the fragrance.John Varvatos' fragrance collection includes five scents that come in masculine basket weaved and leather-detailed bottles.Seeking male consumer The video campaign is a way for the brand to appeal to men by celebrating who a man wearing John Varvatos cologne can be. Campaigns geared toward men often take on a different tone than campaigns for women.For instance, apparel and accessories brand Marc Jacobs brought its spring/summer 2012 menswear collection to the desert in a social video that highlighted sunglasses, clothing and bags in a rugged setting and provided item pricing.The two-minute video called A Desert Mirage showed two men decked out in pieces from the menswear collection while wondering through a desert against a clear blue sky. Marc Jacobs jumped on the social video trend by showing a collection in action, but tried something new in the fact that few luxury brands are using video to appeal exclusively to men (see story).Some luxury brands have called upon celebrities to help advertise to men.For example, French label Christian Dior increased the exposure of its new men’s fragrance Dior Homme through extensive social media content featuring brand ambassador and actor Robert Pattinson.The announcement of Mr. Pattinson as the face of the brand’s fragrance has driven much attention to the campaign due to the anticipation arising from his own fan base. Brands are able to target specific consumer groups by selecting a brand ambassador with an eager following (see story).This particular video does not use an ambassador for the brand, but rather relies on Mr. Varvatos to speak directly to the consumer. His narration throughout the one minute and 15 seconds lets consumers know who a John Varvatos man might be and that his scent is more than a smell, but an aurora."By including himself in the video, John Varvatos is able to introduce his newest fragrance by offering consumers a behind the scenes view of the inspirations behind it," said Angel Chu, brand marketing consultant, Boston, MA."This personal approach to the video not only elevates the brand experience but shows a softer side of John himself, enabling him to establish trust with viewers and further strengthen his own personal brand," she said.Final Take
Nancy Buckley, editorial assistant on Luxury Daily, New York