PARIS: Luxury brands like Prada and Kering have turned to online video as a way of connecting with affluent consumers on the web.
Kering, formerly known as PPR, is launching a series of videos on its new Vimeo channel, as part of a digital storytelling campaign aimed at promoting its brands and educating consumers about its name change.
The monthly releases feature a well-known fashion blogger, Garance Doré, interviewing the people behind Kering's various brands.
One instalment includes François-Henri Pinault, Kering's CEO, explaining it is a family-controlled group that nurtures its brands. There are also contributions from Patrizio di Marco, the CEO of Gucci, and designer Christopher Kane.
"We believe that building incarnated digital storytelling around a group such as ours will help people grasp our identity and the wonderful brands we develop," Louise Beveridge, senior vice president of communications at Kering, told Luxury Daily.
"We are not only looking to speak to shareholders," she said, "but also to our business partners, from sports retailers to American buyers including young talents of tomorrow.
"Garance was the perfect storyteller for us," she added. "Her friendly style, her French touch, the fact that she is well-known on digital media and her approach to fashion and lifestyle were all factors that appealed to us from the very beginning."
Prada, meanwhile, has employed Hollywood directors to make three short films to promote its Candy L'Eau fragrance.
The mini-trilogy – a tale of a love triangle – was released over several days last week and has attracted 170,000 YouTube viewers so far, with a directors' cut pulling together all three.
The Business of Fashion website noted that the film "doesn't take itself too seriously, which cannot be said of most fashion films". It also praised the "humour, wit and visual flair" at the heart of the campaign.
Data sourced from Luxury Daily, The Business of Fashion; additional content by Warc staff