DIGITAL

Top 5 Luxury Fashion Videos: August 2015

by

Daniela Aroche

|

This is the featured image caption
Credit: This is the featured image credit

Which luxury fashion videos sizzled this summer and caught consumer attention? The results are in.

Over the last decade, collaborations between luxury brands and contemporary artists have gone beyond mere artistic partnerships towards a new kind of luxury branding.

PARIS – Art and fashion have always developed side by side, for fashion, like art, often gives visual expression to the cultural zeitgeist. During the 1920s, Salvador Dalí created dresses for Coco Chanel and Elsa Schiapparelli. In the 1930s, Ferragamo’s shoes commissioned designs for advertisements from Futurist painter Lucio Venna, while Gianni Versace commissioned works from artists such as Alighiero Boetti and Roy Lichtenstein for the launch of his collections. Yves Saint Laurent’s vast art collection, recently auctioned at Christie’s in Paris, testified to his great love of art and revealed the influence of a variety of artists on his own designs.

In the 1980s, relationships between luxury brands and artists were advanced when Alain Dominique Perrin created the Fondation Cartier. In the Fondation Cartier pour l’Art Contemporain, a book marking the foundation’s 20th anniversary, Perrin says he makes “a connection between all the different sorts of arts, and luxury goods are a kind of art. Luxury goods are handicrafts of art, applied art.”

The Fondation Cartier pour l’Art Contemparain building in Paris

Which luxury fashion videos sizzled this summer and caught consumer attention? The results are in.

Which luxury fashion videos sizzled this summer and caught consumer attention? The results are in.

Signalling the height of the European summer vacation period, the month of August showed lower activity levels than in July overall, but interestingly, saw higher average interaction rates.

Again, more interactions materialised for Fashion & Beauty brands than for Watches & Jewellery, with dynamic, short and fast paced videos in fashion/beauty, winning out over jewellery and watches clips which take more time for storytelling.

While July videos mostly dealt with women’s fashion and the Fall/Winter 2015/2016 collection, August was marked by the importance of make-up (Dior), perfumes (Chanel) and underwear (Tommy Hilfiger), with male-focused products reigning supreme.

In the popularity stakes overall, Chanel overthrew Louis Vuitton, which fell at the 6th position and now shares the podium with Michael Kors and Burberry.

“ Tommy Hilfiger outperformed in August with more than 2.7M views ”

Tommy Hilfiger performed best with its underwear campaign on YouTube and Instagram, which propelled the brand up the ranking to the 7th place.

Specifically, in terms of views Tommy Hilfiger outperformed in August with more than 2.7M views and 2.6M only generated by the top video.

However, with the first highest interaction rate (9.5%) and the 4th number of views, Hugo Boss published the video with the best combined results, including views and interactions overall.

On Instagram, this month Chanel dominated – thanks to its campaign for the new fragrance Chance, the brand gathered almost a third of the interactions.

The boost saw Chanel finally overtake Christian Dior, whose clout on Instagram has stayed unchallenged for more than half a year.

TOMMY HILFIGER

This month’s top video was issued by Tommy Hilfiger. It gathered more than 2,6M views and a good interaction rate of 1.4% thanks to Rafael Nadal. The tennis player indeed lent his face and body to Tommy Hilfiger underwear. In the locker rooms, the “king of Clay” is ready to (almost) take it all off.

Title: Rafael Nadal for Tommy Hilfiger: it all comes off
Views: 2,627,507
Interaction rate: 1.4%
Duration : 0’31’’

HUGO BOSS

Hugo Boss presented its new perfume for men : BOSS THE SCENT both on Instagram and on YouTube. The long YouTube version of the video achieved the best interaction rate this month. The sensual video features Theo James and Natasha Poly. The Hollywood actor embodies the BOSS hero: confident in his physical presence and unselfconsciously aware of his allure.

Title: BOSS THE SCENT – Official Video with Theo James | HUGO BOSS Perfumes
Views: 92,888
Interaction rate: 9.5%
Duration : 0’31’’

DIOR

This Dior Addict setting, in partnership with Jennifer Lawrence, is as successful on Instagram as it is on YouTube. The 10-second short YouTube video ranked 2nd per interaction rate. The brand also climbed up one position in the general ranking, especially thanks to its Facebook activity.

Title: Dior Addict, the new lipstick – Teaser
Views: 46,180
Interaction rate: 4.8%
Duration : 0’10’’

DIESEL

Diesel reintroduced its top fragrance Only the Brave, featuring the Australian actor Liam Hemsworth. He embodies the man fighting his fears and forebodings in this short clip, which ranked 2nd per number of views and 4th in the combined ranking.

Title: DIESEL ONLY THE BRAVE, the original fragrance – version courte (Officiel)
Views : 685,445
Interaction rate : 0.1%
Duration: 0’31’’

CHANEL

The best video issued by Chanel makes us discover the latest Chanel eyeshadow collection Les Automnales and other eye make-up products. The brand performed well this month, especially on Instagram, gathering 833,149 interactions, and on YouTube: two videos feature in the top 10. Chanel gained one place in the general ranking, making it to the 1st position in Teads’ luxury popularity mapping.

Title: COLLECTION LES AUTOMNALES: 2015 Makeup Tutorial – CHANEL
Views: 30,391
Interaction rate: 0.9%
Duration : 2’01’’

To explore more ways in which luxury brands are using Video in communications, we invite your to explore the related materials as follows:

Top 5 Luxury Fashion Videos: June 2015
The Latest Luxury Brand Videos: Omega, Rolex & Cartier
Luxury Fashion Brands Using Cinema Directors in Video

Daniela Aroche
Daniela Aroche

Journalist & Co-Founder, The Ink Collective

Daniela Aroche is the former Editorial Director of Luxury Society, and co-founder of The Ink Collective – a full-service creative content & communications agency, specialising in the areas of fashion, luxury and lifestyle, with connections to an international network of writers, editors, photographers, translators and designers. Dually based in Paris and Sydney, Australia.

DIGITAL

Top 5 Luxury Fashion Videos: August 2015

by

Daniela Aroche

|

This is the featured image caption
Credit : This is the featured image credit

Which luxury fashion videos sizzled this summer and caught consumer attention? The results are in.

Over the last decade, collaborations between luxury brands and contemporary artists have gone beyond mere artistic partnerships towards a new kind of luxury branding.

PARIS – Art and fashion have always developed side by side, for fashion, like art, often gives visual expression to the cultural zeitgeist. During the 1920s, Salvador Dalí created dresses for Coco Chanel and Elsa Schiapparelli. In the 1930s, Ferragamo’s shoes commissioned designs for advertisements from Futurist painter Lucio Venna, while Gianni Versace commissioned works from artists such as Alighiero Boetti and Roy Lichtenstein for the launch of his collections. Yves Saint Laurent’s vast art collection, recently auctioned at Christie’s in Paris, testified to his great love of art and revealed the influence of a variety of artists on his own designs.

In the 1980s, relationships between luxury brands and artists were advanced when Alain Dominique Perrin created the Fondation Cartier. In the Fondation Cartier pour l’Art Contemporain, a book marking the foundation’s 20th anniversary, Perrin says he makes “a connection between all the different sorts of arts, and luxury goods are a kind of art. Luxury goods are handicrafts of art, applied art.”

The Fondation Cartier pour l’Art Contemparain building in Paris

Which luxury fashion videos sizzled this summer and caught consumer attention? The results are in.

Which luxury fashion videos sizzled this summer and caught consumer attention? The results are in.

Signalling the height of the European summer vacation period, the month of August showed lower activity levels than in July overall, but interestingly, saw higher average interaction rates.

Again, more interactions materialised for Fashion & Beauty brands than for Watches & Jewellery, with dynamic, short and fast paced videos in fashion/beauty, winning out over jewellery and watches clips which take more time for storytelling.

While July videos mostly dealt with women’s fashion and the Fall/Winter 2015/2016 collection, August was marked by the importance of make-up (Dior), perfumes (Chanel) and underwear (Tommy Hilfiger), with male-focused products reigning supreme.

In the popularity stakes overall, Chanel overthrew Louis Vuitton, which fell at the 6th position and now shares the podium with Michael Kors and Burberry.

“ Tommy Hilfiger outperformed in August with more than 2.7M views ”

Tommy Hilfiger performed best with its underwear campaign on YouTube and Instagram, which propelled the brand up the ranking to the 7th place.

Specifically, in terms of views Tommy Hilfiger outperformed in August with more than 2.7M views and 2.6M only generated by the top video.

However, with the first highest interaction rate (9.5%) and the 4th number of views, Hugo Boss published the video with the best combined results, including views and interactions overall.

On Instagram, this month Chanel dominated – thanks to its campaign for the new fragrance Chance, the brand gathered almost a third of the interactions.

The boost saw Chanel finally overtake Christian Dior, whose clout on Instagram has stayed unchallenged for more than half a year.

TOMMY HILFIGER

This month’s top video was issued by Tommy Hilfiger. It gathered more than 2,6M views and a good interaction rate of 1.4% thanks to Rafael Nadal. The tennis player indeed lent his face and body to Tommy Hilfiger underwear. In the locker rooms, the “king of Clay” is ready to (almost) take it all off.

Title: Rafael Nadal for Tommy Hilfiger: it all comes off
Views: 2,627,507
Interaction rate: 1.4%
Duration : 0’31’’

HUGO BOSS

Hugo Boss presented its new perfume for men : BOSS THE SCENT both on Instagram and on YouTube. The long YouTube version of the video achieved the best interaction rate this month. The sensual video features Theo James and Natasha Poly. The Hollywood actor embodies the BOSS hero: confident in his physical presence and unselfconsciously aware of his allure.

Title: BOSS THE SCENT – Official Video with Theo James | HUGO BOSS Perfumes
Views: 92,888
Interaction rate: 9.5%
Duration : 0’31’’

DIOR

This Dior Addict setting, in partnership with Jennifer Lawrence, is as successful on Instagram as it is on YouTube. The 10-second short YouTube video ranked 2nd per interaction rate. The brand also climbed up one position in the general ranking, especially thanks to its Facebook activity.

Title: Dior Addict, the new lipstick – Teaser
Views: 46,180
Interaction rate: 4.8%
Duration : 0’10’’

DIESEL

Diesel reintroduced its top fragrance Only the Brave, featuring the Australian actor Liam Hemsworth. He embodies the man fighting his fears and forebodings in this short clip, which ranked 2nd per number of views and 4th in the combined ranking.

Title: DIESEL ONLY THE BRAVE, the original fragrance – version courte (Officiel)
Views : 685,445
Interaction rate : 0.1%
Duration: 0’31’’

CHANEL

The best video issued by Chanel makes us discover the latest Chanel eyeshadow collection Les Automnales and other eye make-up products. The brand performed well this month, especially on Instagram, gathering 833,149 interactions, and on YouTube: two videos feature in the top 10. Chanel gained one place in the general ranking, making it to the 1st position in Teads’ luxury popularity mapping.

Title: COLLECTION LES AUTOMNALES: 2015 Makeup Tutorial – CHANEL
Views: 30,391
Interaction rate: 0.9%
Duration : 2’01’’

To explore more ways in which luxury brands are using Video in communications, we invite your to explore the related materials as follows:

Top 5 Luxury Fashion Videos: June 2015
The Latest Luxury Brand Videos: Omega, Rolex & Cartier
Luxury Fashion Brands Using Cinema Directors in Video

Daniela Aroche
Daniela Aroche

Journalist & Co-Founder, The Ink Collective

Daniela Aroche is the former Editorial Director of Luxury Society, and co-founder of The Ink Collective – a full-service creative content & communications agency, specialising in the areas of fashion, luxury and lifestyle, with connections to an international network of writers, editors, photographers, translators and designers. Dually based in Paris and Sydney, Australia.

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