lts brand audit
DESCRIPTION
Long Tall Sally Brand Audit into Online media guides.TRANSCRIPT
Brand Audit – Online Videos
Topshophttp://insideout.topshop.com/blog/topshop-video/
Inside-Out. Topshop Video
• Post videos once a month
• Content: Music Videos, Runway footage (such as LFW), Make up Tutorial, Exclusive Kate Moss
feature etc.
• Style: Minimalist, Topshop fonts, Youtube embedded videos with
options to Comment, Tweet, Email the link or LIKE on Facebook
River Islandhttp://www.styleinsider.riverisland.com/river_island_TV
River Island TV
• Various videos on the site ,which are updated every couple of months including
• Catwalk footage from Fashion Week
• Celebrities performing
• Event Coverage – An archive of past fashion shows, press days, casting calls etc.
• This, That & the Other - A number of archive videos including a celebrity store visit, a press presentation and a Look Book created using River Island Buyers, designers etc.
• What’s ‘in’ this season using products from a River Island showroom. How to wear and style it, while also showcasing their product. A video for Women’s wear and a video for Men’s wear.
• River Island seasonal Look Books. Content: Footage of the Look Books being shot. A video for Women’s wear and a video for Men’s wear.
Levi’shttp://explore.levi.com/news/
Explore
• “Get the Look” video – How to wear and style a new season look. Designer shows this with a model and gives tips.
• “How to wear” video – How to wear and style a specific LEVI’s Men’s product. Designer shows this with a model and gives tips.
• Clever advertising tool: Link to collection to buy online ‘Shop these SPRING LOOKS now’ with ‘SPRING LOOKS’ hyperlinked to the online store.
• Both video’s have a professional feel, using a custom LEVI’s DESIGNERS STUDIO introduction.
• Options to share on: Facebook, Twitter and Blogger.
H&M http://www.youtube.com/user/hennesandmauritz
H&M Life, H&M on TV and Featured.
• H&M Life - general seasonal trend videos etc.
•H&M on TV - commercials and TV Spots
• Featured - purely for campaigns like Fashion against AIDS, fronted by popular celebs such as Selma Blair
• H&M custom introduction on videos
• Very active - at least one video per week
• Options to share on Facebook
• Promo videos for collections - Conscious Collection showcased by supermodel Natasha Poly
• Video Surveys – public opinion such as ‘What To Wear On A Date’.
•Jade Frampton (market Editor @ Elle US) showcases new season showroom product while discussing trends for the season. Tries on accessories and gives personal tips and opinions. ‘See you next week!’ implies a regular following.
French Connectionhttp://www.youtube.com/user/frenchconnection
Youtique – French Connection’s very own Youtube channel
• 11 Videos for each trend of this current season
• Interactive Trend videos – Links embedded to buy the items
• Showcases item on model and stylist gives advice on how to wear the item and what with
• Options to share on Twitter and Facebook
• Campaign videos available to watch
• General Fashion Tips - videos on what to wear to certain events.
Evanshttp://www.evans.co.uk/webapp/wcs/stores/servlet/CatalogNavigationSearchResultCmd?catalogId=33054&storeId=12553&langId=-
1&viewAllFlag=false&sort_field=Relevance&categoryId=235484&beginIndex=1&pageSize=20&interstitial=true
Ahead of the Curve
• Video aids for measuring feet and bras
• Interview with models for the new collection. Shows her modelling the new line
SimplyBe.com http://www.simplybe.co.uk/shop/page?pageId=4870&cm_sp=DAL%20Freeformat-_-Simply%20Share-_-Style%20and%20Fit%20Videos
Style & Fit Videos
• Generic videos rather than seasonal
• Take a stylist and a real woman and dress her for a particular occasion
Bravissimohttp://www.bravissimo.com/perfectfit/fitting-video/
Bravissimo Fitting Guides
• Generic Informative videos
• A Bravissimo expert and a real woman as the model to show how the product should fit
• Two videos ‘Full Fitting Experience’ and ‘Quick Fit Guide’ – Self help guides for the average woman
• Contact details and website at the end of the video