Home / Knowledge / News / Information Technology / Video look book is important tool of fashion marketing
Video look book is important tool of fashion marketing
25
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


Must ReadView All

'Knitting machines can be used for various applications'

Textiles | On 21st Aug 2018

'Knitting machines can be used for various applications'

Flat knitting machines have the potential of being used for a number...

Revise trade laws, tariffs: US envoy to India

Textiles | On 21st Aug 2018

Revise trade laws, tariffs: US envoy to India

Urging India to rethink trade barriers, tariffs and regulations, US...

Indian team finds way to cut water use in textile industry

Textiles | On 21st Aug 2018

Indian team finds way to cut water use in textile industry

Researchers at the department of chemistry in Calicut University in...

Interviews View All

Yash Maniyar
Rekha Maniyar

Indian fashion market is growing at a staggering rate

Shawn Honeycutt
Bolger & O'Hearn

‘The Indian market is interesting and rather persistent in seeking new...

Representatives
Textile & apparel industry

GST is a complicated and lengthy process

Manoj Sorathiya

Surat-based Sunrise Imports & Exports Co is a manufacturer and...

Erik Sy

Manila-based CustomThread is a start-up offering premium custom apparel...

John Kelley

Textile Events is one of the largest textile fair in the United Kingdom,...

Kazuaki Yazawa
Purdue University

Scientist <b>Kazuaki Yazawa</b> has developed thermoelectric semiconductor ...

Paige Mullis
Glen Raven Inc

Paige Mullis discusses the expansion plans of Glen Raven Inc in India, and ...

Johan Berlin
Investkonsult Sweden AB

Investkonsult Sweden AB are consultants in the nonwoven and absorbent...

Ritu Kumar
Label Ritu Kumar

‘Classics will return’ "There are a lot of people wearing western clothes ...

Karan Arora
Karan Arora

Bridal couture created with rich Indian heritage, exquisite craftsmanship...

Sidharth Sinha
Sidharth Sinha

<b>Sidharth Sinha</b> has contributed to the successful rebirth and...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

Leave your Comments


August 2018

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

news category


Related Categories:

Advanced Search