How High-End Clothing Brands Are Courting Millennials (Part Two)



In current years, high-end clothes manufacturers have elevated their video content material past aesthetics to disclose their model’s id, supplementing visually-striking adverts with mini-docs and behind-the-scenes movies on common platforms like YouTube, Facebook, and Instagram.

Specifically, they’re leveraging video to deal with questions that resonate with millennials like:

  • Where have been your supplies sourced?
  • What does the manufacturing course of appear to be?
  • Does your attire firm assist social values like inclusivity or sustainability?
  • And, most significantly, are your model’s actions inspiring me to interact with a trigger greater than myself?

This two-part sequence expands upon these prime methods to succeed in millennials within the vogue video area. It additionally offers greatest practices that attire manufacturers — massive and small — can undertake to higher join with younger audiences.

You can learn half one right here, or transfer on to half two beneath!


Louis Vuitton Spotlights Young Voices and Opinions

Louis Vuitton routinely dispatches celebrities and influencers to key vogue occasions, all decked out within the model’s luxurious ensembles. These video partnerships assist Louis Vuitton imbibe a extra genuine, identifiable, and humorous facet of the model, a surefire draw for millennials.

In the movies, influencers provide a behind-the-scenes impression of assorted vogue festivities, like these hotel-room chats forward of Met Gala 2019 with Sophie Turner (four.5M views and 551Ok engagements on Instagram) and Chloe G Moretz  (2.1M views and 260Ok engagements on Instagram).

The luxurious model additionally frequently invitations YouTubers to bear a Cinderella second, like their first expertise at a flagship vogue occasion. This collaborative video technique is a core purpose why the style home typically lands on the highest of Tubular’s attire model leaderboards.

Influencers Dominate at Louis Vuitton’s 2019 Fashion Show

For high-end clothes manufacturers trying to up their influencer recreation, we are able to look to Louis Vuitton’s partnerships in the course of the model’sFall-Winter 2019 Fashion Show in Paris as a template for fulfillment.

Louis Vuitton invited YouTube influencer Emma Chamberlain, identified for her low-fi vlogs, genuine character, and roll-out-of-bed look. This was a markedly totally different stomping floor for Emma who initially gained notoriety for her dollar-store haul video and Louis Vuitton didn’t hesitate to play that aspect up.

The video marketing campaign was comprised of three produced segments detailed beneath.

Segment One: Brand-Produced Event Video

In this foremost occasion video, mannequin Karlie Kloss and first-timer Emma Chamberlain subject high-fashion questions. The vastly totally different solutions between veteran and novice are hilarious.

The video concludes on the catwalk. The produced section was launched on Louis Vuitton’s official YouTube channel and earned 1.2M views and 54.4K engagements.

Segment Two: Behind-The-Scenes Influencer Report 

Emma documented her expertise for her eight million YouTube subscribers, garnering 9.7M views and 472Ok engagements. 

The video opens with Emma in her residence (sans make-up and beanie-clad). It incorporates scenes of her pigging out on room service, attending a French spin class, a Parisian purchasing haul, and in-room makeover, all culminating with the style present.

Segment Three: Recap and Next Event

Emma later partnered with Louis Vuitton to cowl the 2020 cruise present. She dished about her life whereas getting her nails completed on digicam, one other informal encounter. The video started with a abstract of her antics protecting Paris Fashion Week.

Then it adopted Emma as she skilled the 2020 cruise present, direct from the JFK airport terminal. It served as the right bridge between one occasion and the following, because the influencer’s model ambassadorship evolves. The video earned 1.9M views on YouTube and 82.3K engagements.

Takeaways: The interviews have been recorded within the influencers’ resort rooms, a standard apply by the model because it fosters a extra intimate really feel. Rather than making the movies in regards to the occasion themselves, they have been personality-driven.

Louis Vuitton created a gap for influencers to do what they do greatest: riff on social themes. As a outcome, these felt much less compelled or advertorial, a particular draw for millennials.

The majority of Louis Vuitton’s YouTube content material runs between :30 and one-minute in period. But with regards to influencer content material, the model lets the movies run longer, as in documentary size.

Louis Vuitton opts for a handful of well-produced influencer movies, moderately than a bunch of quick social snippets from main occasions. In this case, section one ran a whopping 12 minutes, section two (Emma’s video for her channel) ran practically 20 minutes, and section three ran 9 minutes.

Louis Vuitton additionally despatched the Dolan Twins to Paris to cowl the Louis Vuitton Men’s Spring-Summer 2020 Fashion Show in a video that ran 20 minutes. The video adopted the boys as they comedically encountered the style world for the primary time, incomes 1.2M views on YouTube.

That’s a couple of hour of content material generated from influencers prior to now few months, which hundreds of thousands of viewers ate up!

High-end clothes manufacturers and attire firms take notice: intention to experiment with longer documentary-length content material to time with key occasions. Viewer curiosity is there, significantly on YouTube.

Prada Is a Champion for Sustainability

When an organization launches an environmental initiative, a reported 76% of millennials will do analysis to make sure the model is being genuine in its claims, in accordance with a current Cone Communications survey.

That’s the place movies could be an efficient instrument in relaying the information in an emotional narrative.

Prada is a standout model with regards to the cost for extra sustainable merchandise. The luxurious model’s video channel is full of documentary content material that promotes eco-friendly manufacturing.

The attire model simply collaborated with media writer National Geographic, to provide the “What We Carry” docu-series on upcycling.

The movies spotlight Prada’s new Re-Nylon line, derived from reusable supplies. More particularly it seems at “econyl yarn,” an modern nylon cloth produced by Aquafil that may be restored repeatedly and nonetheless preserve its high quality.

The first episode, simply launched final June, takes audiences to an Aquafil recycling compound in Arizona. Four extra movies will observe within the months forward.

Prada’s nylon baggage have lengthy been the signature merchandise of the model’s sports activities line. The nylon cloth is what makes it most identifiable.

But the model claims it can exchange all of its nylon with econyl by 2021. This is consultant of a model keen to adapt to millennial customers. According to Prada, the transfer displays “changing times and a shifting world.”

Does Sustainability Sell? The Bottom Line

Prada will not be alone in its sustainability enchantment.

Just forward of Earth Day final April, athletic-apparel model Adidas launched Futurecraft LOOP, its first-ever totally recyclable shoe. The model’s corresponding video marketing campaign earned hundreds of thousands of views prior to now 90 days.

Clothing model Everlane, identified for hyper-transparency about its enterprise practices, additionally debuted a sustainable sneaker referred to as Tread final April.

But does sustainability promote? Around 59% of luxurious customers who purchase from high-end clothes manufacturers say their buying selections are influenced by sustainability, in accordance with the 2019 survey by Boston Consulting Group (BCG) and Altagamma.

Still there isn’t any knowledge for Prada’s Re-Nylon baggage nor Everlane’s Tread sneakers, each of which not too long ago hit the market. And Adidas’ footwear received’t be out there to customers till the spring or summer time 2021.

Ralph Lauren Works to Embrace Inclusivity

Ralph Lauren, an attire model that embodies the American psyche, typically integrates the U.S. flag into its luxurious clothes. In current months, its core model story has advanced to maintain tempo with modern American values of inclusivity.

In its current “family is who you love” video marketing campaign, the model options eight various households, from a same-sex couple to a single guardian and a multigenerational household. All of them talk about what household means to them.

“We believe that family is one of the most positive forces and powerful unifiers for all of us today,” mentioned Jonathan Bottomley, Ralph Lauren’s Chief Marketing Officer.

The model additionally gained traction for its current video choices about Priyanka Chopra’s custom-designed wedding ceremony robe. It not solely featured the completed product but in addition used video to point out Mr. Lauren’s sketching and planning course of.

It simply goes to point out a easy behind-the-scenes video that takes viewers contained in the designer’s pocket book from high-end clothes manufacturers could be completely mesmerizing.

Feed The HYPEBEAST

In the previous 12 months, 207 manufacturers have partnered with HYPEBEAST, a worldwide authority on streetwear.

Luxury streetwear, from flashy logos to posh informal attire, is immensely common amongst youthful customers. After all, for a lot of, this qualifies as office apparel.

The media writer is the go-to video companion for manufacturers wanting to provide their clothes avenue cred with millennials throughout the globe (significantly in China, a number one luxurious market).

It was the #9 vogue & model media creator throughout platforms on Tubular in June. Recent sponsors embrace Louis Vuitton (which commissioned six movies complete, 4 of which have been Chinese-language), Ralph Lauren, Levi’s, Guess, Calvin Klein, Lacoste, and Fendi.

For Ralph Lauren, HYPEBEAST produced a video that drew on millennial nostalgia for the model’s notorious polo shirt. The sponsored video performs a montage of individuals sporting its old-school streetwear line, as answering-machine recordings in regards to the model’s promise blast within the background.

Talk a couple of ‘90s flashback. There’s even a fanny pack. The idea was marketed to South Korea on HYPEBEAST’S Korean vertical.

High-End Clothing Brands + Low Luxury = A Millennial Win

Millennials typically combine their luxurious wardrobe with mid-range merchandise. About 55% of millennials combine and match their purses, sneakers, and clothes, in accordance with 2018 BCG analysis.

This widespread apply showcases a millennial client’s means to harness on-line analysis to create his or her personal wardrobe.

Mid-range clothes manufacturers from Guess to Armani Exchange are efficiently utilizing video to hook a few of these crossover customers. Their key technique is to create video content material that feels relatable.

In the case of Guess, the attire model reside streams informal conversations with designers, like this current suite tour with Charlotte McKinney on her new summer time line. Viewers are given the prospect to ask questions reside in regards to the inspiration behind the merchandise.

These movies have low-production high quality, however they really feel genuine and intimate, one thing millennials recognize.

For Armani Exchange, the model collaborates with atypical influencers. The apparent selection for vogue manufacturers is to collaborate with YouTube vogue creators. Who doesn’t love an excellent haul video?

But there’s a universe of potential area of interest collaborators on the market. This previous May, Armani Exchange partnered with Italian esports workforce Mkers. So far, the model has launched a video selling this tie-up, which has carried out effectively, although the model is but to create unique content material to cement the partnership.

Ultimate Takeaway: Just Keep It Real

Editorial Playbook

If vogue manufacturers need to hook millennials, they need to harness video feeds to:

  • inform unique tales (on artwork, tradition, or any theme that goes past the model’s attire)
  • make clear their stance on key social points (from sustainability to inclusivity)
  • showcase the making of the attire, direct from the manufacturing home
  • draw on emotional flashpoints: from nostalgia for one’s childhood to a yearning for self-betterment and civic engagement
  • companion with influencers to go behind-the-scenes at marquee vogue occasions

Prepping for 2020 Fashion Events

For attire manufacturers, marquee vogue occasions are their time to shine. Here are some social video motion objects each high-end clothes manufacturers and different attire firms can make use of to maximise on the fanfare.

  • Pick a Brand Theme: Choose an overarching theme that may function the connective tissue on your occasion protection. In large-scale occasions like New York Fashion Week, your theme will show essential in differentiating you. A previous instance is Dior’s research of motion, the intersection between high-fashion and dance.
  • Recruit Young Influencers: Partner with influencers who’ve a robust following together with your goal client. The influencer doesn’t must be a card-carrying fashionista. Authenticity resonates most.
  • Go Behind-the-Scenes: The strongest movies aren’t nearly the principle occasion. Videos that take viewers behind-the-catwalk and comfy up with fashions typically carry out effectively. And with regards to influencers, these behind-the-scenes particulars are video gold. Shoot influencers of their resort room as they brush their hair or casually focus on the occasion, experience within the automotive, and even try to make use of the resort espresso maker. What could seem to be mundane or extraneous typically finally ends up supremely fascinating for an influencer’s subscriber base.
  • Engage, Engage, Engage! Brands should transcend surveillance video to supply a variety of interactive content material. This can take the type of a reside video Q&A with designers or influencers of their resort rooms, a vote through which viewers decide an influencer’s journey, or a coordinated effort to encourage UGC. The choices are infinite.

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