Video Strategy for Heritage Fashion Houses
Let's talk about how fashion houses can create a beautiful, tasteful experience using video on social media along with YouTube. Fashion houses, especially heritage ones, have been around creating styles that are classic and timeless for us to enjoy for years. Fashion houses, to stay relevant in today's environment, adapt to the changes in technology. And one of those changes is accessing video as an essential tool for marketing. Many times a fashion house will create their social media platforms along with YouTube to apply video strategy to their marketing, and the video strategy is one that captivates a prospective client or patron to the brand. One who is going to wear the clothing with elegance and pull off the timeless looks that they convey within the video.
The video is interactive. We're able to envision a picture as we want. However, the critical difference with video is the producer of the video and the company creating that video can take the client on their journey. You have movement in the video, you have models or public figures or even the designer themselves wearing their garments in the video and you're able to see as they walk or are in lifestyle situations, you can see how that garment flows and fits.
In the video, the designer places emphasis on where the clothing will be worn. When you go to a polo match, you wear a specific type of outfit to that polo match. And the designer uses video as a way to interpret the wearability of the garments. Putting the models or the influencers at that polo match, talking with other people, toasting to the game, watching the game and having dinner is situational for fashion in the video.
What is your signature style?
Because when you're on video and when you're in pictures and when you're with individuals, you stand out and you have a particular look. So for me, I wear a lot of black and white and I choose to do this, number one because I like wearing black and white, I'm able to wear a lot of different options with those two colors. The colors are simple for me. They have a more sophisticated look.
Take a look at the designers you like on social media and YouTube. Are they using video as a strategy? How are they telling the story of their clothing? Take a look at how the garments move in the video. Watch certain pieces sway back and forth. Others will have more of a structure to them. The other angle of video is heritage. That's why they're so prevalent in our society when it comes to clothing trends, because of culture. Fashion Houses have prominence with a particular clientele and they also have advocacy because many love their clothes and want to share in the celebration that is their brand. #ThrowbackThursday is a great opportunity for a fashion house to produce a video and talk about a different era of clothing and what the fashion house was like with the first store or when they first transitioned from retail into an eCommerce platform.
An impactful social media strategy involves variety. Video the lifestyle of the client and situations when they wear that garment. Include production of the brand's history, the timeless energy and the difference between the actual company and the fashion designer. Keep in mind the distribution and the timing of each video when it comes to the actual content and making it pleasing on all platforms.
