LOUIS VUITTON - VICTORIA'S SECRET - BURBERRY

https://www.facebook.com/LouisVuitton?fref=nf

Louis Vuitton Official Fb shares video of commercials and catwalks.
The last project is the collaboration with Michelle Williams, the video is very short but so cute.
You can watch it here: https://www.facebook.com/LouisVuitton/posts/10154153607915125

Victoria's secret Official facebook has some videos of behind the scenes of photoshoots of the brand.

A different kind of contents is shared by Burberry, known also as "the digital company".
For example, this amazing song, made as an exclusive for the brand, takes my attention.
https://www.facebook.com/photo.php?v=10152448964761425&set=vb.122792026424&type=2&theater

In addition to the BURBERRY ACOUSTIC trend, the facebook page is full of videos of the fashion shows. My suggestion for you is to watch this https://www.facebook.com/photo.php?v=10152377731736425
again.. a short but intense movie..
Really the best brand i've analyzed..

Hope my posts are interesting for you...Fit collegues...
i'd like to receive a feedback.

VANS - FOREVER 21 - H&M

New brands, new styles, new concepts.

The Vans official facebook page is full of images of events, but also of videos. We can count almost 2 videos every ten posts. This is the most recent and it's an event sponsored by this Young & Wild brand.. Not so much video shared in the Twitter officiale page!

Forever21, for who doesn't know it yet, is an American chain of fashion retailers with its headquarters in Los Angeles, California and sales of $3.7 billion in 2013.^[1] Forbes ranked Forever 21 as the 122nd largest private company in America. (Wikipedia 2014).
The social media strategy of the american brand seems to be coherent with Italian premium brands strategy.
More deeply forever21 shares on FACEBOOK a lot of style tips for consumers and the results, in terms of engagement, are high. However beside this point, there is absolutely no space for the video contents. The last Video post on the wall was made on the 25th of april, the one before that was at the end of march...and the next one will be at the end of may... I guess?!?!
Here is the link of the preview of summer collection... https://www.facebook.com/Forever21 

Last but not least....H&M! The Swedish multinational retail-clothing company..
What we can find on the social???
Well, I see many photos (including style tips and preview of new collections) and the last video was published 8 days ago.. It is an exclusive première of a music video..

But I found more interesting this video https://www.facebook.com/hm/posts/10152040375070913 that has lots of comments by customers. It is about the Garment collecting, which is a take back initiative aimed to reduce waste and to give old products new life!! CSR is in the air, I guess!.
Really nice.

DOLCE & GABBANA - GUCCI - MICHAEL KORS

Wow! 
Now things become more interesting!

Dolce & Gabbana

The Facebook profile of the brand has not shared video contents in the last 5 months, instead of the Twitter account where we find the preview of the next capsule collection!
This is the direct link if you want to watch the video https://www.youtube.com/watch?v=u8SVA1-JyDI

 Gucci

I love this brand! The fb page is full of heterogeneus images and videos. The last one has a lots of comments and sharings. So Gucci is surely an example of a Company able to reach the wider audience with an advertising content. Take a look, enlarging the picture!

Michael Kors

Another very cool brand. 
And the first brand that has the last fashion show in Shangai as the most shared video! (So not simply the commercial that causes the desire to purchase of customers!)

---> 1.619 sharings! ----> 15.430 Likes! and almost 300 comments!

An Amazing viral effect I guess!
https://www.facebook.com/photo.php?v=10154082528560551   

RAPLH LAUREN - OLD NAVY - DIOR

First brand I want to look at is RALPH LAUREN, we know that companies now are integrating social media activities and engagement as part of their overall marketing and PR strategy, but my focus is on the use of Videos and I have to say that on the Official Facebook page there aren't interesting pieces.
Additionally this is what we can find on the Youtube page.  

                                            Catwalks, advertising and backstages

Old navy is a popular clothing and accessories retailer owned by American multinational Corporation Gap Inc. <sup>(according to wikipedia)

So the brand is totally different from Ralph Lauren, the target is different, the product itself is different and also the communication. The last post on Fb wall consists in a hilarious video, taken from a commercial. There are lots of comments of users, so definitely with this movie they have found the way to create engagement.  You can watch it here: https://www.facebook.com/photo.php?v=10152076778117021&set=vb.20395377020&type=2&theater 
The preview is this image</sup> 

^{And finally we can talk about Dior. Personally I love the french maison, I had to do a reaserch about the history of the maison and I was impressed by the strong connection between the couturier and art. Besides the fact that I am fascinated by this brand, let's highline its social media strategy!
It's interesting that the Facebook page has the photos and videos sections separate, and they're organized very well. There are different videos, from commercials to interviews, this is the last short movie about Dior cruise 2015 . "Watch the Dior Cruise 2015 show presented in New York.
More exclusive content on the collection on DiorMag: http://bit.ly/Cruise15Video"}

Just because I'm very curious I've looked at the Twitter official page, but they share only many and many pictures. Not videos at all!
 

 

GAP - COACH - CAVALLI

The first brands I've just looked at are GAP, Coach and Roberto Cavalli.
About GAP, analyzing Facebook and Twitter of the same company I've just noted an interesting video retweeted. It refers to One stitch Closer. It talks about the desire of a woman to become a teacher.
One Stitch Closer shares inspiring stories of women everywhere, who by improving their own lives, bring us one stitch closer to a brighter tomorrow.

And regard to COACH, the last video posted is an advertisement of new collection of shoes. The important element is that this video is used not only to promote the shoes, but also to create engagement with customers. Infact it counts almost 2700 likes, 136 sharings, and many comments of people that express their opinion. So maybe the company wanted to have a direct feedback from the customers.

About last brand: Roberto Cavalli there is a wonderful post that shows a movie that was projected in occasion of the last menswear fashion show. The movie is well done and has a big artistic value. 

All the posts i mentioned are here, if you'd like to watch the videos:
- https://twitter.com/Gap/status/463753726780403712
- https://www.facebook.com/coach/posts/339706342733765
- https://www.facebook.com/RobertoCavalli/posts/10152106515338061

What I'm going to do

In this post I want to clarify my short- term aim, that is to monitor first of all the social media activities, in groups of three brands in each post.
At the end I'd like to make comparisons and i'll try to give a general point of view!
So step by step I will check the different social media channels of the brands and I will also notify if there are some interesting news of brands already analyzed.

A strong social media strategy

As I told you before, my research will focus on several brands that have a strong socialmedia strategy. In this post I want to show to you which brands I will analyze.
Social media-focused marketing firm Dachis Group has ranked the 15 brands that are doing the best job. Dachis tracked the real-time social activity—audience growth, engagement, advocacy, and "message propagation," the ability to get your news to spread around the web like wildfire—of 60 global apparel brands.
According to this chart ( http://fashionista.com/2013/07/exclusive-the-15-most-social-media-savvy-fashion-brands#2&awesm=~oCQitIiaNKilhp), I will observe:

1. GAP 
2. COACH
3. ROBERTO CAVALLI
4. RAPLH LAUREN
5. OLD NAVY
6. DIOR
7. DOLCE & GABBANA
8. GUCCI
9. MICHAEL KORS
10. VANS
11. FOREVER 21
12. H&M
13. LOUIS VUITTON
14. VICTORIA'S SECRET
15. BURBERRY 

Specific details about their social media power are displayed in the link above. 

My blog and I!

Hi everyone, I'm Donatella Scanzano, I'm 21 and this is my first official blog on Blogger!

I'm really passionate about digital technology, video editing and fashion and this is what I want my blog to be about.
My research is: The use of videos in fashion through different social media channels.
The title of the blog is related to my aim, which is to emphasize the video, rather than the models, on the catwalk. 
My focus will be of course on brands that have a strong social media strategy and that have partnerships with famous fashion bloggers around the world.

Fashion is innovation, is balance between the new and the tradition, and the most important fashion companies are developing new tools to create engagement with customers! A video? I think it's the most easy and cool way to do it.
I would love to discover new information about this phenomenon and share with all of you!
This project is made for the F.I.T. online course, but I'll really enjoy the challenge! So Let's start!!
Hope to have comments from all of you, Fit Collegues!
Boa sorte to all of you!