Digital Media Strategies:online Video Marketing in the Fashion Industry

摘要

在线视频是新媒体领域最流行和最重要的发展趋势之一。越来越多的人通过电脑，手机和其他手持终端在线观看视频。因此，在线视频成为了很多厂家和消费者沟通，并传达品牌信息的重要渠道。当你的目标客户是那些在互联网上花费很多时间的人时尤其如此。厂家有多种不同的方式参与线上营销。除了传统的付费广告之外，厂家还可以尝试自主运营的模式。
　　本文旨在研究时尚行业的公司是否能有效地通过在线视频推广他们的品牌。研究表明尽管大多数时尚行业的公司都参与了线上营销，且大多数采用自主运营模式，但是极少数公司能够制定全面而创新的营销方案。
　　这些极少数的充满创意的在线视频使得这些公司可以通过创新的方式达成传统的营销目标，充分展示了此类营销手段的广阔前景。然而，这些有限的成功个案还不足以引领整个行业，带来线上营销爆棚式的发展。

目录

摘要

ACKNOWLEDGMENTS

Introduction

1．The relentless digitalization of media

1．1 Online Users and Online Activities

1．2 Four main trends in the digital scenario

1．2．1 E-commerce

1．2．2 Social networking

1．2．3 Online Video

1．2．4 Mobile：a key driver for digitalization

1．3 A deeper analysis of affluent users and their digital attitude

1．4 Implications of digitalization on consumers’ mindset

1．5 A new approach to marketing communication

2．Online Video from users and advertisers’ perspective

2．1 Online video：the third revolution in video content distribution

2．2 Online video and users：who watches what?

2．3 YouTube：history and statistics of the phenomenon

2．4 From a marketing perspective：online video in the media mix

2．4．1 Online video as a paid medium

2．4．2 Online video as an owned medium

2．4．3 Online video as an earned medium

3．Fashion，digital and online video

3．1 Digitalization of fashion companies：an overview

3．1．1 State of digital media advertising spending in the fashion and luxury industry

3．1．2 Fashion companies’ social media adoption

3．1．3 Fashion companies websites and e-commerce

3．1．4 Are fashion companies going mobile?

3．1．5 Final remarks on fashion brands and digitalization

3．2 Fashion companies and online video

3．2．1 Fashion companies and online video as a paid medium

3．2．2 Fashion companies and online video as an owned medium

3．2．3 Fashion companies and online video as an earned medium

3．2．4 Final remarks

4．Few nashes of fashion genius in online video marketing

4．1 Online video for brand awareness

4．1．2 Dolce ＆ Gabbana and the renewed YouTube channel

4．2 Online video for launching a new project

4．2．1 Fendi and the “The whispered” project

4．3 Online video for launching a new product

4．3．1 Longchamp and the “Keep on riding” campaign

4．4 Online video for generating direct response

4．4．1 Bally and French Connection click-to-buy YouTube videos

4．4．2 Ssense and Burberry “Shoppable music videos”

4．5 Online video for engaging users in exclusive events

4．5．1 LiveRunaway Channel on YouTube

4．5．2 Burberry live streaming of fashion shows

4．6 Online video for social engagement

4．6．1 Diane Von Furstenberg on Viddy

4．7 Final remarks

Conclusions

Appendix

References

声明