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Vlogs are talk of Selfridges

The department store’s vlogging booth encouraged customer interaction but it’s usefulness is still open to debate.

There was a week of celebrating retail during this month’s High Street Fashion Week, as retailers pulled out all the stops to promote their offers. To mark the occasion, Selfridges hosted a vlogging booth in its London store.

Vlogging – a term used to describe video blogging – is becoming more popular in the fashion sector, allowing for product to be showcased on the move and on the person. It also gives people a chance to get across their personality more fully than with the written word.

The Selfridges vlogging booth was in the store for one day and shoppers were encouraged to go into the booth and talk about their purchases. Once inside, customers were prompted to answer questions such as “What have you bought today?” and “Who is your favourite style icon?”. Customers then pressed start and had 45 seconds to record their vlog.

Selfridges encouraged customers to go into the booth with the incentive of a copy of Elle magazine and a chance to win a shirt from retailer Monki. The vlogs were then uploaded to the Oxford Street W1 website, YouTube channel and Facebook page. Looking at the vlogs that were made on the day, the most notable aspect is the age of the vloggers. Unsurprisingly, the majority are among the younger demographic.

Because the vlogs are available on Facebook they can then be shared by users with their own Facebook friends, promoting the campaign more widely.

While this is a fun concept, not only to drive footfall in store but also to enhance interaction and use a number of platforms to promote the brand, the vlogs have not had many views on YouTube. The nature of the content means the interest is mainly from those that appear in the vlogs and, because no actual product is shown, it is unlikely they will be watched by a large audience.  However, the concept is one that other retailers could consider when looking to get either customer views, or promote their own views, trends and news. 

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