Using viral videos to market fashion
Posted by Ari on May 15, 2009 | 11 Comments
First it was Chanel (with Karl Lagerfeld’s Fitting Room Follies video) and now it’s Dior with a soon to be released six and a half minute video directed by Oliver Dahard.
I’m surprised that it’s taken them this long to catch on to the potential of viral video. I’m even more surprised that smaller labels aren’t doing more videos to promote themselves. It’s not an entirely level playing field; the buzz created by the release of these videos show that marketing budgets are important. However, smaller labels can make a big impact with viral video – much more cheaply than by forking out for adverts or billboards.
Let us know if you know of any good examples of viral video campaigns by smaller labels!
Below is a teaser of the Dior video:
And, for comparison, here’s the Chanel video:
Tags: chanel > dior > Fashion > fashion marketing > fashion PR > john galliano > karl lagerfeld > viral fashion > viral marketing > viral video
Comments
11 Responses to “Using viral videos to market fashion”
Leave a Reply
May 15th, 2009 @ 9:19 am
[...] Read more here: Using viral videos to market fashion [...]
May 15th, 2009 @ 10:28 am
Hey Ari, Great post you make a really valid point the playing field is relatively level in terms of distribution. We are planning to release some videos in the next few months, partially because I think it would be totally fun, and partially cause i think its a good way to market the brand.
Keep the tips coming :-)
DAVE
May 15th, 2009 @ 2:36 pm
david david springs to mind as an example of a label thats used video in some of their fashion shows.. http://www.daviddavid.co.uk
May 16th, 2009 @ 2:40 pm
Viral is too catchphrase-y to mean anything here. And Dior’s looks interesting, but Chanel…jazz music + black and white does not make you automatically artistic, guys.
May 21st, 2009 @ 12:08 pm
@Dave – Thanks! Keep me updated on your video project, look forward to seeing it!
@Nate – you’re right, viral doesn’t have a very specific meaning. Here I’m just using it for anything that people can embed into their own sites (as I’ve done with those videos, so it seems to work!).. But I know long treatises have been written on viral loops, and what constitutes viral marketing.
July 20th, 2009 @ 4:30 am
Thank you for a great blog, I will be sure to bookmark your site and check later… Usually I don’t leave a comment but I wanted to let you know that I really like your site :)
August 30th, 2009 @ 2:10 am
Nice write up…usually I never reply to these thing but this time I will,Thanks for the great info :)
August 30th, 2009 @ 5:29 pm
After reading this blog makes me want to start my own :)
September 7th, 2009 @ 7:32 am
I don’t usually post but I enjoyed your blog a lot,Thanks alot for the great read :)
September 7th, 2009 @ 9:10 am
I don’t usually post but I enjoyed your blog a lot,Thanks alot for the great read :)
September 8th, 2009 @ 12:51 am
I don’t usually post but I enjoyed your blog a lot.