What’s Next for Fashion Video Content? Ideally, Experimentation

Christian Dior fragrance video

Like all good brands, Christian Dior has had to make fun video content.

Since all labels aren’t created equal, neither should their video content be homogenous.  It just needs to exist and engage.  At least, that’s the salient point made by Yuli Ziv, the founder of Style Coalition, in an interview with eMarketer.  The CEO of the online network of beauty and fashion influencers speaks to the increased importance of original video content for brands:

Last but not least, Ziv makes the point that fashion video content in general is heading away from being purely commercial.  For brands across the spectrum, the videos they create should be compelling, tell the company’s story or communicate its message, and engage with the viewer (somehow), all with the ultimate hope that the piece eventually goes viral.

*Disclosure: kate spade new york is owned by Fifth & Pacific Companies, Inc., the sponsor of this site.