Building a trusting relationship with customers, both online and offline, is fundamental to the success of any company aiming to thrive in today’s competitive market. The key factors in achieving this are transparency and authenticity. Only businesses that establish a genuine connection with customers across all channels can create meaningful experiences that resonate with individuals through their products and brands. Video content plays a pivotal role in bridging the online and offline worlds, offering a global reach and connection.
Consider the song “I’ve Never Been to New York” by Udo Jürgens. While New York is a global hub for fashion, not every fashion enthusiast can attend New York Fashion Week. To bridge this gap, major fashion labels have started leveraging digital platforms to showcase their collections, moving towards live, real-time, and digital experiences. Consumers now crave authentic content that they can connect with, and video has proven to be the perfect medium for this.
Interestingly, consumer preferences for video content vary throughout the day. A recent survey by Vanson Bourne revealed that 56% of respondents prefer short clips and news videos in the morning, while in the evening, they gravitate towards films (51%), series, or soaps (28%). Streaming services maintain a steady interest, with 17% favoring them in the morning and 19% in the evening, a trend that continues to grow. When it comes to devices, PCs and laptops are the top choice for 63% of users, surpassing traditional TV at 47%. This shift underscores why international fashion labels are increasingly adopting digital strategies, such as live-streaming events, to cater to evolving customer expectations.
Customer demands for brands have changed significantly in recent years, with consumers seeking maximum information with minimal effort. Since 2011, video production has increased by approximately 80%, surpassing all other mediums in its ability to meet these demands. Video aligns perfectly with modern consumer habits, as it delivers high-quality, inspiring content in real-time, creating a unique medium for storytelling and building brand awareness.
In today’s world, creating an approachable brand requires a balance between digital innovation and human interaction. While digital transformation has reshaped shopping, the value of physical stores and in-person experiences cannot be overlooked. Browsing through physical products in a store offers a tactile and personal connection that complements the digital experience. To create an exclusive online shopping experience, brands must combine elements like ratings, reviews, Q&A, and brand-relevant images with impactful videos, which influence consumer behavior across social networks and e-commerce platforms.
Video is rapidly becoming an essential sales channel. The use of live streaming and vlogs is expected to grow significantly within the booming e-commerce market. The benefits of video integration in online shopping are clear:
- Enhance the shop’s appeal by differentiating it from competitors
- Increase attention for individual products
- Support purchase decisions with features like 360-degree views
- Simplify explanations with logos, additional text, and narration for complex products
Interactive shopping experiences are already being embraced by many online retailers. Videos allow customers to experience products as they would in a physical store. For e-commerce platforms and fashion brands, multimedia content provides immense value by offering a “come in and try it on” experience that is accessible anytime. This integration of videos helps create a lasting impression, making online shopping more immersive and effective.
