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Drapers Comment: Can vlogging drive fashion sales?

Brands and retailers are often keen to tap into the followers of the most popular video bloggers such as The Blonde Salad or Zoella, but can it really drive engagement and therefore sales, or are they just vlogging a dead horse (pun intended, not literally)?

Well the statistics from a Very Exclusive and StyleHaul case study suggest the benefits are very much tangible. The premium fashion and beauty etailer partnered with content creator platform StyleHaul for its January launch to promote the etailer’s spring and summer collections, focusing on the seasons’ must haves.

StyleHaul enlisted the services of four of its video bloggers - or vloggers, as they are known - to promote Very Exclusive products through custom-created video and social media promotion. The vloggers that took part were Fleur De Force (1.27m+ subscribers), Lily Pebbles (286,000+ subscribers), In The Frow (263,000+ subscribers), and Ally Valentine (51,000+ subscribers). StyleHaul then partnered with renowned photographer Rankin to shoot a video of the vloggers wearing the product for the Very Exclusive Youtube channel, which was then added to by four extra videos created by each vlogger.

The results:

•             Total videos views to date (combining the content created specifically for the Very Exclusive channel and each the four girls’ channels): 779,813+

•             Average engagement rate: 4.6%+, compared to the standard YouTube benchmark of 0.9%

•             Average retention rate: 80%+, compared to the standard YouTube benchmark of 35%

•             Average click-through rate: 11.37%, compared to the standard YouTube benchmark of 0.01%

•             Total clicks to Very Exclusive: 88,600

In addition to this, StyleHaul conducted 50,000 Google Consumer surveys, which showed awareness of Very Exclusive as a fashion etailer increased from 13% to 72% among those exposed to the campaign, and purchase consideration increased from 8% to 64%. Nearly half said this was as a result of the vlogger content.

This is obviously only one example of a retailer teaming up with vloggers, but the above results clearly show it drove brand awareness.

Video production strategy firm Highly Unlikely points to the fact that around 70% of marketers claim video performs better than other types of content when it comes to conversion (reports Demand Metric), while 92% of mobile video viewers share video with others (according the Interactive Advertising Bureau). And with Google reporting that 74% of all internet traffic will be video by 2017, fashion retailers and brands need to be working on this section of their online content strategy to stay ahead, whether that be vlogging, first-looks at new collections, behind the scenes videos, or some other content.

Has vlogging worked for you? How is your video content strategy taking shape? Let us know.

Readers' comments (2)

  • Just like all forms of new media, there is initial interest from consumers. There is also advantage for those 'first to trial' as there isn't the plethora of competition that ultimately dilutes results. Google are clearly pushing this.

    We are in a period of tech transition. Advertising is more fragmented than ever. It will get worse yet.

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  • natalie bruins

    Vlogging is a real contender in the marketing mix - it’s simple peer to peer promotion, and it works because it is ‘humanl’. As consumers, we trust our own communities and the brands they recommend, plus because we are selective in who we follow, the messages resonate and relate on a far more personal level than retailer blogs.

    Vlogging is something that the savvy retail community are clocking on to – I’m looking forward to seeing where it goes next.

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