Why Do Fashion Brands Shoot Microfilms In Succession?

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It has been a long time for brands to shoot micro films and videos, but throughout the 2016, including Kenzo, Chanel, Prada, Farfetch, Burberry, etc.

Video projects, which are different from pure product oriented advertising films, have been launched in recent years. Instead of focusing on merchandising, these videos have expanded the humanities and social aspects.

Kenzo took the social media as a title and filmed a The Realest Real.

"Micro film" (the most truthful fact) is like the sister of "black mirror" series of TV series, which is reflected in human nature by Netflix. Chanel interprets the brand connotation in the way of documentaries, and introduces the "Outside Chanel" short films; while Burberry uses a microfilm to describe its founder Thomas Burberry, trying to tell the world once again that the brand's historical sense of gravity is not to say whether it can achieve the desired effect, but if you have recently entered the cinema, you may be puzzled by this micro film as a commercially available ad, because it can not see that it is a trailer for an epic movie or a fashion brand advertisement. Among them, Kenzo took social media as the title, and filmed a "The Realest Real".

The Prada, which is closely related to art, is more direct. Russell, director of the happiness line behind the black clouds, has taken the film with a surreal meaning. He took the lead in revealing some of the fragments in the Prada 2017 spring and Summer Fashion Week held in October this year. Today it has held a screening exhibition in Beijing 798, and released the whole movie on social media and the official website.

Wes Anderson directed H&M 2016 holiday series "Christmas gathering" stills

At the end of the year, H&M also launched promotional videos by Holiday series. The director of the short film is the famous Wes Anderson, such as the teren Baum family, the great fox father, the Budapest Hotel, and the Adrien Brody, who won the best actor Oscar by the pianist.

The short story, which is less than 4 minutes long, tells the story very simply. The train chief of Adrien Brody regrets to announce to the passengers that the train will not be able to arrive at the destination as scheduled as before Christmas, because of the snowstorm, and he appeals to the stranded passengers to spend their holidays together on the bus.

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It is such a plain story. It seems to have become a legend of the Budapest hotel under the iconic Wes Anderson photography except for the film printed on the train carriage at the beginning.

Besides the word "express," the whole video did not specifically emphasize the source of clothing.

The reason why fashion brands spend money and energy to shoot videos that seem to have no direct sales tendency is undoubtedly to enhance the brand image through the highly emotional means of the movie, which has reached the purpose of emotional marketing.

Compared with hard shots, the form of sound and light integration can obviously attract more consumers at different levels.

At this level, Dior, Louis Vuitton, Prada and other brands have tried, but earlier Wes Anderson also made short films for Prada Classics art foundation and Prada Candy perfume.

But with social media simplifying the shopping process, making video projects is more than just an emotional engine. Farfetch, a fashion business, has also launched a music video clip "dance Nutcracker".

Unlike the serious seriousness of Kenzo, Chanel and other brands, Farfetch's video is more like a music video. Dancer Dana Foglia, who appeared in Beyonc's "Formation" music video, is responsible for the choreography of the film.

In addition to remixing Tchaikovsky's famous nutcracker and joining the dance, the biggest feature of this short film is that viewers can click directly and buy the dresses of the dancers.

This video, which can be bought while watching, is supported by Cinematique, a technology company. In addition, they are responsible for the similar video items bought and sold by Rebecca Minkoff and John Varvatos.

Although the actual experience of Farfetch's "dance Nutcracker" is not as smooth as imagined, because of the speed of the network and the delay of click delay, for example, because the dancer moves too fast, which leads to the failure to click in a timely manner or delay the product display, it provides a new direction for the future video marketing. In the past, the brand tried to implant its products into the pop star's music video, and then provided the "secret" information to the visitors through related fashion and street blogs.

More than 46% of the consumers' sample data from the United States and Australia decided to buy the videos because they watched videos in social media. Another 32% said they would consider buying. The video content on social media has become a major incentive for customers to purchase. Recently, the updated Instagram also added a link function in the "Stories" short video sharing module. Although the technology is not innovative, it has provided the possibility for the purchase of short videos. In September, Tom Ford hosted the 2016 autumn and winter series fashion show, which was the first show to buy mode. In addition to the live broadcast of the official website, it also purchased the link instructions with the show. Brightcove, a British company focusing on online video projects, recently released a report that it was surveyed by 5500 people from Britain, France and Germany.

But it should be noted that publicity videos and microfilms are not exactly the same as advertisements. The way of delivery often can not take traditional channels of video advertising. Because of social media, they also need to digest in the form of social media. After all, we all hate those online advertisements that can only be paid off.