Luxury Brand Smashed Money To Shoot The War Of Counter Attack Of Micro Films

Dior is a typical example of the secret garden IV recently launched.

At night in Versailles, a mysterious figure is cruising in French palaces and gardens.

Rihanna, who strolls on the staircase, walks through the beautiful room and dances in the mirror Gallery of Versailles. Rihanna

The Only If For A Night produced by Midas is selected as the theme song of the micro film, which is also the prelude of Rihanna's eighth studio album.

Dior has been producing video clips from the background of Versailles production in 2012, including the Daria Strokous, Katlin A and Feifei Sun.

Short narrative video, the "movie" in brand mouth, has become the most popular marketing tool recently.

The birth of Youtube in 2005 greatly simplified the steps of uploading video to the Internet.

In the following 5 years, brands including Alexander McQueen, Armani Jeans and Kate Spade have released videos, and the first two have even recorded more than one million hits.

However, the internal capacity that is constantly spewing is far beyond the information that ordinary people can receive everyday. This also means that there is very few works in the fashion movie that can really stand out and let the investment of the brand return to the ticket price.

Jack Robinson, the head of the British fashion magazine i-D video, said: "to do fashion films, the first thing to do is to eliminate the idea of being a custom."

I-D has worked with Marc by Marc Jacobs, and has also made designer videos for Dries Van Noten and Jean Gaultier.

In Robinson's view, the film needs to be narrating and guided by a core idea. "This should be the key to production."

A recent successful example is the series of short films launched by the US luxury brand Kate Spade, the name is "#missadventure".

They are only about 3 minutes long, starring by American star Anna Kendrick.

Kate Spade chief market executive Mary Beech said in a media interview that the company invested a lot of money and hard and broad expenses in the series.

From the frame of the story to finding the right director, the video production lasted for 8-12 weeks.

Fortunately, the repercussions of the works are good. Since April 28th, 1 million 600 thousand points have been read.

In Beech's view, the success of the series is in every short video.

There is a pition.

Moreover, because of the series, the audience will naturally connect with the films before they see the new films and expect the next one.

Playing the same star also plays a key role in making continuity between videos.

Movies that can produce big splashes inside and outside the fashion industry usually include stars and famous hosts.

The bigger the brand name is, the higher the class level is.

In addition to the Anna Kendrick in the series of Kate Spade, Italy luxury brand Dolce & Gabbana used the Oscar award winning best director Martin Scorcese in 2013 to launch a 60 seconds long movie called "the movie" for the brand "The One only lady perfume" and "The The".

Last December, Karl Lagerfeld's 7 minute Chanel short film "yesterday's reappear" (Reincarnation) was shown in Salzburg, Austria.

The Chanel micro film, which he created and directed in his own hands, set together the Pharrell Williams, Farrell Williams Cara, Delevingne Cara, and the famous actress Geraldine Chaplin (Geraldine Chaplin).

On the list of L2, a digital marketing research firm, Youtube gets the most fashionable video, mostly by luxury companies.

Among the top ones are Richards's (Charlize Theron) Dior film "the future, The Future Is Gold" http://v.qq.com/page/d/t/o/d0136zsy4to.html; Giselle Giselle's (Chanel Bundchen) interpretation of Chanel music, "just want to have you" (The The); Justin Bibb (for her) film for underwear, and Beckham's two children's movie "love in London".

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For example, video strategy regards channel as the key from the earliest stage.

"The importance of channels is beyond your imagination."

Beech said: "our goal is to emerge.

Rather than taking them out of their old habits.

Based on this concept, the movie appeared on the social platform Facebook, and Beech also said that advertising on the photo class Instagram application was "a great success".

Jack Robinson, head of i-D video, believes that from the point of view of brands or publishers, the purpose of fashion films is not simply to entertain people, but to enhance brand awareness.

All the signs indicate that the new content of fashion films can attract more audiences. But how can their cash flow power drive sales? These are still unanswered.

Beech said the brand #missadventure series did bring higher browsing volume to the website, but the volume of pactions did not increase significantly.

In the first episode released in November 2014, Kate Spade worked with a technology startup Cinematique. When the movie was played, viewers could click on the page to buy the costumes in the picture.

But in the recent second concentration, cooperation has been suspended.

Beech said that the company plans to try a variety of trading technology, compare the effect.

After shooting the micro movie, how to make the consumers pay the bill will be the key to the competition among the big companies in the fashion market.

Although fashion itself is a very conservative technology industry, it has not been an exception to the Internet shock.

In addition to traditional hard, blockbuster and gorgeous fashion shows, luxury brands are also taking part of the budget to share online content while marketing.