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Today in 2021, we look over the past year as the year that disrupted Luxury more than ever before, forcing brands to accelerate on digital and omnichannel strategy, ensuring that products were available anywhere and anytime, in the channels where their customers preferred to seek them.
Maintaining the appropriate brand image and experience across platforms, while tapping into the different sales channels to engage clients and drive conversion continue to be at the forefront of challenges for brands this year.
The rise of video campaigns in luxury has been an increasingly popular tool for brands to communicate key messages, as well as showcase product launches and collections following their own creative direction, has allowed them to connect with their audiences in a more immersive way. Video is seen as the key driver for e-commerce for luxury brands in 2021.
Since almost all major players are using video in their digital marketing strategies, it’s important that content is unique and stands out, but with 2020 boutique closures and global pandemic measures, customers are having to rely on the content they see online to influence their buying decisions.
Creative teams are therefore having to change the way they work on content, ensuring that they convey the correct brand image in a way that would also appeal to an online consumer audience.
Luxury brands are using a range of video experiences fro shoppable videos of Valentino, to personalised video shopping by Gucci, and brands like Valentino, Ralph Lauren and Zimmermann are allowing their audiences to purchase products directly from video campaigns by sharing shoppable videos where an interactive overlay has been added to existing content. Through this immersive video experience, viewers can directly click on the brand’s video to instantly explore the detail of the product, as well as adding products straight to their online shopping cart.
Sharing this live shopping video experience on their website, as well as across channels such as Instagram and Facebook, has enabled the brand to drive qualified traffic to desired product pages on their website, to increase on-site engagement and to drive additional sales online.
Shoppable video is proving to be the perfect marriage of brand experience and the virtual boutique and as 2021 is already set to be a difficult year for brick and mortar businesses, video content and online user experiences will continue to be key elements of this year’s luxury market’s strategy.