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Luxury and Youtube have come together in recent years, and more and more content creators have opened a channel dedicated to fashion and luxury. This rapprochement has not escaped the luxury brands, which also offer their own long-form videos on their channels.
On the video platform Youtube, long-form content about luxury is very successful. Whether it’s the videos of Loïc Prigent, who offers an immersion in the backstage of Fashion Week, or the micro-trotters of the videographer Kofi (from the channel The Unknown Vlog), who spies the streets of London in search of the most – or least – expensive outfits of the inhabitants, these contents on luxury attract more and more viewers.
https://www.youtube.com/watch brasil-libido.com?v=7pWCYUiU7zM&t=1s
This trend has not escaped the luxury brands, which are also launching on Youtube, such as Gucci‘s mock-talk show, or the question and answer session given by Miuccia Prada and Raf Simons after the show. Other houses, like Dior and Chanel, are already well established on the platform and have anticipated this trend.
Beyond promoting the collections and new products of the houses, Youtube allows them to get closer to their audience, and to offer educational content freely available to the 2 billion users connected monthly.
“What we’re finding is that long-form video is a very important interface between people and products when they can’t physically touch them,” said Chase Buckle, global trends manager at GlobalWebIndex, interviewed by Vogue Business.
According to a GlobalWebIndex survey of 2.7 million Internet users, 22% of them say they use Youtube to research a luxury brand or product. “Touch and feel is very important when people invest more in luxury products,” Buckle adds.
The downside of this type of content is the associated investment, which is much heavier for large-format videos than for TikTok content or Instagram Reels, which only last a few seconds to three minutes for the longest. According to Tailored Media creative director Maximilian White, most videos are between £2,000 and £5,000.
“With YouTube, it’s like a library. You can put it on the shelf, and people can watch it later. That’s what I love about it,” says Loïc Prigent, one of the most famous fashion videographers on YouTube, with about 374,000 subscribers. “With Instagram, it disappears in the algorithm. [On YouTube], you can search, go back, browse […] I see it as a database of information libido-de.com.”
The community of fashion content creators, like Loïc Prigent, particularly appreciate the proximity to luxury brands that this type of video brings, with, for example an immersion behind the scenes of Balmain a few minutes before the fashion show, with light and friendly discussions with the artistic director Olivier Rousteing.
“A lot of my videos have an 11-minute viewing time, but I even have videos that are 40 or 50 minutes long osterreichische-apotheke.com. I like the possibility of showing as much as I want in longer formats,” says the French video artist.
For Loïc Prigent, the platform can also allow young brands to build an audience and a name in the fashion world. “YouTube can also serve as a discovery engine for new fashion brands. So even if the name doesn’t exist on the chart at the time, you can have people watching it later or discovering the designer over time,” he says.
Read also > JUSTIN BIEBER AND ISABELLE HUPPERT ARE THE NEW FACES OF BALENCIAGA
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Luxury and Youtube have come together in recent years, and more and more content creators have opened a channel dedicated to fashion and luxury. This rapprochement has not escaped the luxury brands, which also offer their own long-form videos on their channels.
On the video platform Youtube, long-form content about luxury is very successful. Whether it’s the videos of Loïc Prigent, who offers an immersion in the backstage of Fashion Week, or the micro-trotters of the videographer Kofi (from the channel The Unknown Vlog), who spies the streets of London in search of the most – or least – expensive outfits of the inhabitants, these contents on luxury attract more and more viewers.
This trend has not escaped the luxury brands, which are also launching on Youtube, such as Gucci‘s mock-talk show, or the question and answer session given by Miuccia Prada and Raf Simons after the show. Other houses, like Dior and Chanel, are already well established on the platform and have anticipated this trend.
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Luxury and Youtube have come together in recent years, and more and more content creators have opened a channel dedicated to fashion and luxury. This rapprochement has not escaped the luxury brands, which also offer their own long-form videos on their channels.
On the video platform Youtube, long-form content about luxury is very successful. Whether it’s the videos of Loïc Prigent, who offers an immersion in the backstage of Fashion Week, or the micro-trotters of the videographer Kofi (from the channel The Unknown Vlog), who spies the streets of London in search of the most – or least – expensive outfits of the inhabitants, these contents on luxury attract more and more viewers.
This trend has not escaped the luxury brands, which are also launching on Youtube, such as Gucci‘s mock-talk show, or the question and answer session given by Miuccia Prada and Raf Simons after the show. Other houses, like Dior and Chanel, are already well established on the platform and have anticipated this trend.
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