From Lanvin's goofy dancing, Agent Provocateur's hilarious/super sexy/scary zombie movie and, most recently, Versace for H&M's elaborate (and creepy) doll house, you've probably noticed by now that video is where it's at right now. To be sure, there's hardly an ad campaign or new collaboration announced without a quirky video or at least some artfully editing behind-the-scenes b-roll to go along with it.
So what's with the uptick in fashion flicks? In a word, YouTube. A report in Mashable today shows that video sharing site usage has grown exponentially since 2006 when just 33% of internet users visited a video sharing site. Now it's 71%. Three billion videos are viewed each day on YouTube, and the site ratchets up around 800 million unique visitors each month. Wow.
What that means is that almost any fashion brand, not just the mega brands, can afford to get in on the game. "Web has given brands an opportunity to cheaply host and distribute video content for the first time," Lauren Indvik writes for Mashable, where in the past, "prohibitively high costs...kept TV out of the media mixes of all but the most securely backed fashion brands."
Mashable also broke down the web's most popular fashion videos to date, and the results may surprise you. (A video of Katie Fogarty tripping on the runway beats out a Chanel No. 5 video.)
Without further ado, the winners are, as follows: 1. Alexander McQueen’s Spring/Summer 2010 (with Gaga performing "Bad Romance" for the first time): 3.4Mill views 2. Giorgio Armani's Christian Ronaldo in "Housekeeping": 2.9Mill views 3. Burberry "Burberry Brights" : 1.9Mill views 4. Marc Jacobs "Lady Gaga Live at Marc Jacobs" : 1.7Mill views 5. Christian Dior "Miss Dior Cherie Commercial": 1.3Mill views 6. Louis Vuitton "Pharrell Williams for Louis Vuitton": 1.2Mill views 7. Chanel "Bleu de Chanel": 1.2Mill views 8. Prada "Katie Fogarty Trips at Prada": 1.1Mill views 9. Chanel "The New Chanel No.5": 1Mill views 10. Dolce & Gabbana Underwear "David Gandy": 1Mill views *views were rounded to the nearest first decimal
So what made these videos so successful in the first place? Starworks Group's director of digital media Jessica Coghan-Kia, wrote a Tumblr post exploring the topic and found that videos that went viral either had a celebrity in them or, they were just plain funny and entertaining. Needless to say, we're hoping more fashion brands go for the latter--like Lanvin did for their Fall 2011 Campaign. Speaking of which, let's all just take a moment to relive Karen Elson, Raquel Zimmerman and Alber Elbaz dancing to Pitbull. (As if you needed an excuse).