Despite the European summer break, luxury fashion houses continued to capture their audiences through engaging content last month – here’s who turned the most heads.
Video interaction rates across both YouTube and Instagram overall were lower than June, according to the latest Tead’s Luxury Barometer, with several up-and-downs for luxury brands.
However, fashion brands such as Chanel and Prada started revealing their new Fall/Winter 2015/2016 collections through fashion shows this month, with pleasing results.
Most of them also benefited from the calm summer months to reinforce their intimacy with the viewer, inviting them backstage and into the essence of the brand (Armani). Brands also focused on values and savoir-faire through short videos, especially on Instagram (Christian Dior, Chanel).
On the back of this, Prada triumphed and did the best performance with the introduction of its Fall/Winter 2015 advertising campaign. It gathered 2,665,543 views on YouTube and propelled the brand up the ranking to the 9th place.
“ Prada is the only brand surpassing 1M views in the month of July ”
Overall, haute couture, e-commerce, fragrances and underwear were the main topics in the top 10 for overall views and interactions across YouTube and Instagram, however, Prada is the only brand surpassing 1M views in the month of July.
Chanel focused on long-form content (18minutes) as it shared its Fall/Winter fashion show and reached the first rank this month on Instagram with a video introducing Lily-Rose Depp as the new muse for the brand.
Hence, Michael Kors lost the first position after four months of dominance, while Chanel and Dior outperformed competitors on Instagram.
On YouTube, brands like Coach, Bottega Veneta and Ermenegildo Zegna, whose results were very satisfying in June, are outperformed by Prada, Louis Vuitton, Gucci, Chanel and Dior in July.
With this streamlined tracking shot Prada issued the best video of the month. The brand presented its Fall/Winter collection 2015 and introduced its vision of a new, uber-feminine style: natural elegance, youthfulness inspired by the classic cuts of the brand.
Title: Prada Womenswear Fall/Winter 2015 Advertising Campaign
Interaction rate: 0.1%
Duration : 1’07’’
Ralph Lauren offered us a cover of “Express Yourself” by Cody Simpson and Tinashe as an Ode to Joy, Freedom and Summer, three themes particularly cherished by the brand. The video achieved the best interaction rate this month.
Title: Denim & Supply Presents: ’Express Yourself,’ a Cover by Cody Simpson and Tinashe
Interaction rate: 5.4%
Duration : 2’12’’
For its new collection, Louis Vuitton launched a campaign based on a curated series of photography by Juergen Teller and Bruce Weber. The most popular clip (by Juergen Teller) shows several top models and the actress Jennifer Connelly wearing clothes from the Fall/Winter collection.
Title: Louis Vuitton presents SERIES 3 filmed by Juergen Teller
Views : 864,768
Interaction rate : 0.0%
Gucci introduced the new fragrance Bamboo for Her in a video that achieved the second highest interaction rate together with Chanel (both 1.8%). The clip shows a beautiful, strong and multi-talented woman using the perfume.
Title: Gucci Bamboo: Introducing the New Fragrance for Her
Views : 491,457
Interaction rate : 1.8%
To promote the new Fall/Winter collection, Chanel shows us the whole tremendous and meticulous work carried out on every single piece to achieve perfection. This long video performed the second best interaction rate (with Gucci).
Title: Making-of the CHANEL Fall-Winter 2015/16 Haute Couture Collection
Interaction rate: 1.8%
Duration : 2’58’’
To explore more ways in which luxury brands are using Video in communications, we invite your to explore the related materials as follows: