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Video look book is important tool of fashion marketing
Jul '11
Apparel manufacturers are enjoying the convergence of two trends: increasing internet bandwidth and the rise of social media as a tool of consumer influence. Capitalizing on this, South Florida-based fashion video production company Red Square Visual Arts is now producing web-based video lookbooks to show apparel in motion.

"From early Egyptian art to today's haute couture magazines, fashion has always been seen as a flat, static, two-dimensional still image" says Corey Weiner, filmmaker at RSVA. "The only time you saw a moving garment was either in person or a feature film. But think about what Audrey Hepburn did for the 'little black dress' and that's the power of the moving picture."

Fashion designers seem to agree.

Dear Earth, an organic clothing line designed by Miami-based Daniele Moore, hired RSVA to shoot a video promo alongside their catalog photographer. The two-minute film features clothes from their new collection, fully licensed music and a link back to Dear Earth's site for consumers to purchase what they've just seen. As the video gets picked up by fashion blogs and social networking sites, Moore and Weiner will track Facebook and Twitter comments, blog posts and internet traffic generated back to Dear Earth's ecommerce site.

"Just a few years ago, producing a video like this would have been cost prohibitive for a small designer," says Weiner, "...and would have cost even more to televise it to millions of people around the world. YouTube and other online channels allow you to see exactly which point in the video is most interesting to people and how many are clicking to purchase your product."

Top fashion retailers are already making use of short films to market themselves.

Designers like Marc Jacobs and Tom Ford have been using short films to launch new collections while Victoria's Secret uses video to influence consumers at the moment of contemplating purchase on their ecommerce website.

"Tom Ford's video lookbook has only been on YouTube since January yet has over 150,000 views thanks to fashion blogs and social media. What other advertising tool can give that kind of reach for such little cost?" asks Weiner, "The search term "fashion blog" brings almost 10 million results on Google. Most of these blog writers are more than happy to publish content given to them. Video is the marketing tool fashion has been waiting for and everyone's starting to realize it."

Corey Weiner is a South Florida-based videographer with Red Square Visual Arts, a boutique film production company. Red Square began in 1997 when Weiner, a former advertising account executive began to offer photography services to architecture, design and travel clients worldwide. Over the past two years, services have segued into motion picture services for a broad spectrum of projects including fashion video look books, shows, behind the scenes and other promotional film subjects.

Red Square Visual Arts

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