A new fashion-related viral video trend are haul videos that are mainly posted on Youtube. People (predominantly teenage girls) talk in more or less short videos about where they just went shopping and show what they bought there. Some of them even mentioned prices of every single piece.
Fashion companies have been following the individuals that are showing off their merchandise. The industry is sceptical on using haul videos for advertising purposes. Although these videos can be used to gather some feedback from customers and fans, I think (and I hope) this tool will not make it into the tool mix of e-marketers in fashion companies.
Those of you who have no idea what I'm talking about have to see this video:
Showing posts with label Youtube. Show all posts
Showing posts with label Youtube. Show all posts
Saturday, December 5, 2009
Friday, November 13, 2009
Marc Jacobs: Viral marketing in Fashion
Marc Jacobs is a highly successful American fashion designer. Being the head designer for Marc Jacobs and the diffusion line Marc by Marc Jacobs, the designer is currently the Creative Director of the French design house Louis Vuitton. Last year Marc Jacobs used social media smartly to launch a viral marketing campaign. He decided to name a bag after a fashion blogger called Bryanboy after the blogger made this amusing documentary about the designer:
Once the bag was lauched, ad for the ostrich bag was built around Bryanboy:
This step has not only helped Bryanboy to become a star, who is now being invited to almost every fashion show but more importantly helped Marc Jacobs to have a free avalanche of publicity in the world of fashion. I think it was a brilliant idea to choose a controversial fashion blogger who is often described as the "gay version of Paris Hilton." I can clearly see a trend where companies tend to choose their best and most influential customers to use them for their ad campaigns. In my post about American Apparel using Chictopia to find models we could see a similar strategy. Social media is really changing the marketing world!
Once the bag was lauched, ad for the ostrich bag was built around Bryanboy:
This step has not only helped Bryanboy to become a star, who is now being invited to almost every fashion show but more importantly helped Marc Jacobs to have a free avalanche of publicity in the world of fashion. I think it was a brilliant idea to choose a controversial fashion blogger who is often described as the "gay version of Paris Hilton." I can clearly see a trend where companies tend to choose their best and most influential customers to use them for their ad campaigns. In my post about American Apparel using Chictopia to find models we could see a similar strategy. Social media is really changing the marketing world!
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