Dior, Chanel, and Schiaparelli, among others will be some of the most-watched brands this week when they hit the Paris runway, but which luxury fashion players have turned the most heads via their videos?
Here’s the round-up.
According to the latest Luxury Barometer by Teads, which dissects the impact of luxury brand videos across YouTube, Instagram and Facebook platforms, the figures for May saw higher interaction rates on average for fashion brands, with higher dynamism on YouTube than on Instagram.
A raft of new brands also joined the video ranking, such as Jimmy Choo and Kenzo, boosting their image, while Valentino, Kenzo, Coach and Alexander McQueen all improved their performance from April to May.
Artistic collaborations seem to be the main strategy in May with fashion brands across the board joining forces with celebrities, singers, and other textile designers to make their mark.
Fashion shows, however, were the main focus of May’s video publications, with Chanel, Dior, Louis Vuitton, Kenzo and Jimmy Choo presenting their new collections.
Christian Dior surpassed every competitor with 83.7% share of total views with 30 videos as of May 2015, while Chanel, Jimmy Choo, Louis Vuitton and Kenzo all held between 5 and 1% share of views.
“ Christian Dior surpassed every competitor with 83.7% share of total views ”
The most popular video on YouTube for the period was published by Christian Dior. It introduces the new muse of the brand: Rihanna, who is having a night walk across the Versailles’ Castle.
Dior occupies the top 3 and 5 out of 10 positions in the ranking. Its video ‘Secret Garden 4’ is amongst the most successful videos, featured both as a teaser version and as longer-form content.
Title: Dior Secret Garden IV featuring Rihanna – Versailles – 60s
Duration : 1’00’’
Number of views : 10,884,703
Interaction rate: 0.1%
Number of interactions: 15,047
Jimmy Choo released the video with the highest interaction rate. This ad puts forward Rafael Mantesso’s bull, very famous for being the main topic in the artist’s piece of art, mixing hand-drawings and pictures of the dog.
The animated video was shot in collaboration with the Brazilian artist, and invited users to engage with the brand on a dedicated content page. It garnered a 2.7% interaction rate and 492k views.
Title: Jimmy Choo PF15 Capsule Collection with Artist Rafael Mantesso
Number of views : 492,141
Interaction rate: 2.7%
Number of interactions: 13,522
Chanel performs very well both on YouTube and Instagram. Its best videos on these platforms present the Chanel Cruise 2015/2016 Fashion Show, which took place in early May at the Dongdaemun Design Plaza in Seoul.
Title: Cruise 2015/16 CHANEL Show
Interaction rate: 0.4%
Regarding videos, Louis Vuitton is the 3rd most popular brand on YouTube after Christian Dior and Chanel. Its most viewed video highlights the Louis Vuitton Cruise 2016 Fashion Show from Artistic Director of Women’s Collections Nicolas Ghesquière, held in Palm Springs at the Bob and Dolores Hope Estate.
Title: Louis Vuitton Cruise 2016 Fashion Show in Palm Springs
Interaction rate: n/a
Even if Michael Kors does not appear in the YouTube ranking, it deserves a special mention as it ranks 2nd per Instagram interactions.
Instagram content is shorter and faster but often references the brands’ main videos published on YouTube and, according to Teads, Instagram saw generally higher interaction rates than YouTube.
In May, Michael Kors was the most interacted-with brand on Instagram, and its best video was a very delicate introduction of the wedding season, showing precious accessories in gold and romantic beaches landscapes.
Title: Shimmer into wedding season with @LuckyMagazine. #WhatsInYourKors
Interaction rate: 1.9%
To explore more ways in which luxury brands are using Video in communications, we invite your to explore the related materials as follows: