Selling fashion with film content
The fashion landscape significantly influences e-commerce, with approximately 50% of consumers favouring online retail over traditional in-store experiences. Nevertheless, the challenges of selling fashion online, such as the absence of physical interaction with garments, prompt the need for innovative solutions. Enter video content – a powerful tool enabling fashion brands to offer consumers an immersive experience akin to in-store shopping, vital for successful fashion photoshoots. Notably, a SearchEngineWatch study underscores the impact of video content, revealing that 58% of shoppers perceive companies employing this medium as more trustworthy in the sales process. This article delves into the profound influence of video content on the online fashion sphere and its importance for captivating fashion photoshoots.
VIDEO'S ROLE IN THE FASHION ARENA AND PHOTOSHOOTS
Video has become an integral element in diverse marketing strategies, embraced by both prestigious fashion houses like Burberry and mainstream brands like New Look. Each brand leverages video content uniquely, showcasing the boundless possibilities it holds in the fashion industry and the realm of online shopping, particularly in the context of captivating fashion photoshoots.
A notable trend is the rise of "digital fashion magazines" featuring regular content, often in a video format. Examples include Wonderland Magazine, H&M, and Net-A-Porter. These digital publications captivate and retain visitors through engaging visual content, ultimately propelling clothing sales and enhancing the visual allure of fashion photoshoots.
In a recent instance, the online fashion outlet Boohoo.com seamlessly integrated their latest fashion trends into marketing videos, allowing viewers to make purchases directly from the video. This straightforward concept involves users clicking on a product within the video, directing them to the product landing page. This approach resonates because, according to Internet Retailer, 52% of customers assert that watching a video of the product enhances their confidence in making online purchases. Consequently, "shoppable" fashion videos represent a revolutionary strategy, empowering consumers to make immediate purchases based on visual appeal and enhancing the overall impact of fashion photoshoots.
HOW TO EFFECTIVELY EMPLOY VIDEO FOR FASHION E-COMMERCE AND PHOTOSHOOTS
While there are myriad ways to incorporate fashion videos into marketing strategies, the most impactful channels are typically a brand's website and social media platforms, offering valuable insights for fashion photoshoots.
On the Website:
Product videos are commonplace on fashion websites, serving to endorse products, showcase them, and mitigate returns. An impressive 57% of online shoppers are less likely to return a product after viewing a video, significantly reducing return costs for online retailers and optimising the outcomes of fashion photoshoots.
For instance, ASOS prominently integrates video to display their garments on their website, offering catwalks and a 360-degree view of each product. This type of video content proves highly effective in the fashion industry, providing a lifelike portrayal of products and contributing to ASOS having one of the lowest return rates in online fashion. Such practices can significantly elevate the visual appeal of fashion photoshoots, creating an immersive and engaging experience for viewers.
On Social Media:
Integrating video content across social media channels is an excellent way to engage audiences and interact with customers—a crucial skill in an industry where customer retention significantly impacts business longevity. This approach also holds immense potential for enhancing the visibility and reach of fashion photoshoots.
Social media referrals play a pivotal role in purchasing decisions, with over 71% of consumers indicating a higher likelihood of buying a product based on such referrals. ASOS leverages this by repurposing their YouTube video content on other social media channels. Another standout example is Net-A-Porter, utilising various video formats, from "how-to-wear-it" videos to promotional campaigns, enriching the social media landscape and amplifying the impact of fashion photoshoots.
HOW OUR LONDON STUDIOS FACILITATE FASHION PHOTOSHOOTS
Many fashion photoshoots booked at our studios are often planned close to the filming date, with ideas developing even closer to the shoot day. These shoots frequently generate diverse requests for equipment, from lights and grip to props and even unconventional items like leaf blowers. The crucial element for any fashion photoshoot is ingenuity—to make the most of available resources. Our studios anticipate these needs and can generally assist most photoshoots. We offer a range of new lighting equipment suitable for various fashion-themed photoshoots, providing an ideal setting to capture the essence and allure of fashion in every shot.
DO:
Keep it minimal to focus attention on the clothing, optimising the visual impact of fashion photoshoots. Solid white backgrounds are popular, and our colorama makes it easy to switch colours for added versatility.
Use large, professional photography equipment to ensure the highest quality visuals in fashion photoshoots.
Have a timeline for the shoot, considering the time-consuming nature of capturing various fashion looks during photoshoots.
DON'T:
Employ amateur crew for filming fashion photoshoots—quality matters in showcasing the clothing, requiring excellent lighting, photography, and direction.
Neglect studio preparation. Fashion photoshoots are often last-minute, so a flexible and well-equipped studio is essential for a smooth and visually impactful filming day.
