It’s not just good marketing for designers to produce creative, appealing video content — it’s becoming a must-do for sales. A recent study by Google found that 31% of consumers turned to YouTube to shop for apparel, while 37% were driven to make a purchase after viewing video content on a retailer’s own site.
In particular, it’s the 18 to 34-year-old demographic that’s leading the way from watching to buying. They’re twice as likely as other age groups to use video to make a decision on what to buy, and from where.
Now, obviously, there’s a variety of video content leading to sales — sometimes it’s independent of the brands themselves (think vloggers showing off their latest purchases) or it’s merely informative (like Zappos’ shorts featuring their employees discussing product). However, it’s the creative, beautiful stuff — video ads, essentially — that appeals the most. Around 34% of consumers are more likely, according to Google’s study, to make a purchase after seeing an online video ad.
So what are some of your favorite fashion films? We’re fans of Christian Dior’s recent short, inspired by Brigitte Bardot (though that was intended to hawk fragrance and not apparel) along with Kate Spade New York’s choose-your-own ending video, celebrating the launch of a capsule collection with Malia Mills. After all, if everyone is coming out with stylish shorts, the best way to improve on the format is to make it interactive.