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Four Ways Fashion Brands Are Using Video

Fashion brands are drawn to video like a moth to a flame. As it should, given the inherently visual nature of clothes, makeup, and accessories. We’ve ID’d four general reasons labels go for video promos.

Fashion as Art

Ben Kingsley and Helena Bonham-Carter, both known as cinematic risk-takers, star in the latest Prada clip, directed by Roman Polanski called “A Therapy.” The only overt mention of the Prada name is the lingering shot of the inside of Bonham-Carter’s shoe. Otherwise, it’s a kooky, funny vignette that comes out of nowhere and ends in the same place. Also, Helena Bonham-Carter should say, “I love my daddy” just like she does here in every movie she makes. [via Adweek]

Thank the fans

Like other brands that want to foster goodwill with customers, fashion labels want to show their appreciation for shoppers and create a connection so they’ll buy more stuff. Nautica celebrates one million Facebook “likes” with its fans in the clip below.

 

Showcase a legacy

Many designers have been around for ages, which naturally creates lots of material to cull for social media purposes. A couple of months ago, Michael Kors acknowledged his Facebook accomplishment with a look back at his career.

Behind the Scenes
We’re all fascinated with the ways in which the impeccable ads, fashion shows, and designer duds come together. Moreover, video offers us a way to hear directly from the designers and models, who stay largely mute in the day-to-day fashion imagery we come across. Here, Marc Jacobs talks about how the Spring/Summer 2012 Louis Vuitton ads came to be. Notice how unlike America’s Top Model the whole thing seems.

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Presentation Writing: Design and Delivery

Presentation Writing: Design and DeliveryLearn how to use storytelling techniques and visual content to create and deliver successful pitches and presentations! Starting August 6, Amanda Pacitti, the manager of learning at Time Inc., will teach you the best practices for presentations, from using software like Prezi and Powerpoint, to writing your script, and using images, audio, and video to drive your points. Register now!