With fashion weeks set to be digitised, tech companies offering video streaming are working to become the platform of choice. Fashion’s trade bodies from the British Fashion Council to the Council of Fashion Designers of America have begun establishing websites for fashion week content, but there is not a single, dominant platform to host videos.
That sets up Facebook’s Instagram and Google’s YouTube as the incumbent video platforms for fashion, but Amazon’s Twitch could also seize the opportunity to become the digital version of the Carrousel du Louvre in Paris. All three are working with the British Fashion Council on its digital platform, which debuts today but adoption may take time: Chanel launched a digital cruise collection yesterday, a seven-minute film on its website and Instagram. (It had been viewed over 200,000 times yesterday.)
“There isn’t one standout player today,” says Melissa Jackson-Parsey, chief strategy officer of creative agency B-Reel, which works with Fenty, Nike and H&M on video-streaming. “While platforms like Instagram, YouTube or Twitch make the rules, they also enable people to participate in new ways.”
Using an established platform gives access to a wider audience and built-in tech, which far outweigh videos posted on brands’ own websites. Early iterations of digital fashion shows, for example, like Shanghai Fashion Week and activewear Betabrand’s at-home fashion show, demonstrated that audience interactivity and the ability to link out to purchase are both potentially important elements in live digital shows. Shanghai Fashion Week, for example, drew more than 11 million viewers and sold $2.8 million in merchandise during the live streams; Gabby Hirata, DVF’s head of business development for Asia-Pacific, said interactivitywas the most useful component.
Choosing a platform will depend on how a brand wants to connect with the audience, says Stink Studios director of brand Alex Sturtevant; the global creative studio has worked on augmented reality experiences for Browns Fashion and Selfridges. “Want a built-in audience? Instagram Live. Looking for interactivity? Twitch. A more polished multi-camera approach? YouTube. It's similar to choosing a venue for a traditional show — the Grand Palais or Hôtel National des Invalides? It just depends on what the creative vision is.”
Instagram added video in June seven years ago. Two months later, during fashion month, the platform announced it had reached 150 million monthly active users; it now has one billion. The pandemic has served to make its live videos a habit; during one week in March, Instagram reported a 70 per cent increase in Instagram Live views.
The full article read on the Vogue Business