Rebecca Minkoff has discovered that less is more when creating engaging video content for customers.
The fashion brand has switched from releasing glossy, expensive digital ads showcasing new products to promoting personal, low-cost videos often shot by the head designer herself. The brand’s new strategy focuses on producing “raw content” filmed exclusively in-house, shifting away from the pricey paid campaigns many fashion houses indulge in. Rebecca Minkoff herself has taken a liking to filming stories for Instagram that show her behind the scenes talking about and wearing new products. Customers who click to watch the videos can go to the brand’s website directly from the Stories to purchase any product shown in the video. By creating content in-house, the fashion label is able to save money on customer acquisition costs. Though many of the brand’s videos are posted on Instagram, it has ambitious plans to increase its YouTube presence in the next year, which makes sense considering Facebook and YouTube remain two platforms brands rely on to leverage video content according to a Gartner L2 report on the topic. With two billion active users and a large market of beauty and fashion interest, YouTube is primed for luxury fashion content.
The Rebecca Minkoff brand has a history of staying ahead of digital trends. It was one of the first brands to introduce “See Now, Buy Now” during fashion week, where shoppers could buy clothes and accessories as soon as the products were revealed. The flagship store in New York City was also one of the first brick and mortar stores to go high-tech with the inclusion of interactive mirrors—a feature the Adidas flagship just adopted this year.
Luxury fashion is a pinnacle of popular culture, but needs to stay up-to-date to keep up with changing digital trends. Rebecca Minkoff;s new social media strategy could help it remain relevant, but unique, and thanks to its low cost, is a great move for other brands to try out themselves.