Digital Trends
g Collection, Right: Michelle Phan is now Lancôme’s Global Ambassador
fan base and a decent digital camera. Big brands are reevaluating their in- house strategy fast, and are attempting to leverage their own video proposition. Here are a few examples in the beauty as well as fashion online arena to highlight how they are fairing...
ShopBop.com
Rather than utilising the YouTube platform,
ShopBop.com has taken an innovative approach to featuring video at point of sale. Launching in 2000 as a small online boutique for hard-to-find denim lines, ShopBop. com has gone on to become a leading ecommerce fashion retailer, largely due to embedding rich media onto their product pages. By clicking on an item of clothing, customers are given the option to view the model twirling around on their browser, allowing consumers to truly see the dress/jacket/skirt they are lusting over in action.
As a result of their clever use of video, BOP LLC was acquired by Amazon. com in 2006, allowing the brand to establish itself as a globally recognised fashion merchant. Visit
www.shopbop. com to be taken onto their product
pages, where you can choose an item of clothing and sample the service for yourself.
Lisa
Eldridge.com
Lisa is one of the industry’s most highly regarded make-up artists. She has worked with the world’s most glamorous celebrities. Her work has graced the covers of international Vogue and she has collaborated with top fashion houses such as Chloe, Prada and PPQ on their advertising campaigns and fashion shows.
Lisa then became truly hands on by developing make-up and skincare products with both Shiseido and No.7. Lisa then started to dabble in the power of video, firstly with video tutorials recorded on CD’s handed out at No.7 counters, to 10 minute beauty tip videos on the Channel 4 site when working on successful series ‘Ten Years Younger.’ Lisa then launched her own blog with expert make-up tutorials, which brought her to the attention of Creative Director of Chanel, Peter Philips. She now works with Peter on Chanel’s ‘Make-up Confidential,’ a monthly digital magazine for which Lisa creates content. You can see Lisa
“What makes the creation of video a powerful force in the market is the fact that conversion rates are substantially higher after consumers have watched them” in action for the brand above.
These examples indicate the proliferation of video and the impact it has had on fashion and beauty ecommerce and social media sites. Mobile and video are on the strategic agenda for leading companies in this space and it is those that are able to spot a digital trend and implement it fast that will win in the long run.
43 entrepreneurcountry
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