Design News: Leading Fashion Brands Embracing Online Videos to Support Marketing Campaigns

Mashable recently published a great article about leading fashion brands embracing online video as part of their regular marketing campaigns.

Citing Kate Spade New York as an example of this burgeoning design trend, Mashable writer Lauren Indvik states, “The web has given brands an opportunity to cheaply host and distribute video content for the first time, and many are now developing video content to bolster their online and offline retail businesses.”

Citing a July survey published by Pew Research Center, Indvik says more than 3 billion videos are viewed per day on YouTube, whose monthly traffic hovers around 800 million unique visitors. Nearly three-fourths of U.S. citizens have visited a video-sharing site in their lifetimes, and more than a quarter visit video-sharing sites on a daily basis.

This is great news for students earning a digital media degree at FIDM/Fashion Institute of Design & Merchandising, who will likely have new opportunities in the online video industry as technology evolves even further.

Below, check out three fashion brand video campaigns filmed using different styles: Kate Spade New York‘s Live Colorfully campaign, Rachel Roy‘s Move Spring 2011 campaign, and Europe-based s.Oliver‘s Casual Spring/Summer 2012 campaign.

Kate Spade Live Colorfully


Video developed by creative firm Lacey, who has also produced online videos for brands like Louis Vuitton, British Vogue, Nike and Uniqulo.

Kate Spade's "Live Colorfully" fashion brand video ad campaign

Rachel Roy “Move” Spring 2011


Video developed by Dominique Palombo.
“This is a five minute fashion film for Rachel Roy that is part of the print/film campaign. The idea was to use different styles of dance to showcase the spring 2011 collection. The choreography was done by Jermaine Browne.”

Rachel Roy "Move" fashion viral video ad campaign 2011

CASUAL by s.Oliver – Spring Summer 2012


Video developed by Marko Butrakovic.

S.Oliver's Casual Spring/Summer 2012 fashion online video campaign

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Author: Mani O'Brien

Mani O’Brien is the Online Editor for the FIDMDigitalArts Blog and the Social Media Marketing Manager for FIDM/Fashion Institute of Design & Merchandising. She earned her bachelor of arts degree in print journalism from the Walter Cronkite School of Journalism & Mass Communications at Arizona State University in 2006, and Associate of Arts degree in Graphic Design (Professional Designation) at FIDM in 2010. When she’s not brainstorming social media marketing ideas or writing about the graphic design and digital media, she enjoys practicing yoga, reading magazines, and hanging out with friends and family in Los Angeles.

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