Talking about social media, YouTube channels is another effective but rarely used marketing tool. Ask Dolce & Gabbana about it. D&G brand was a pioneer in this field. Having registered their YouTube channel in 2006 they became the most viewed branded channel in the world in 2009. The broadcasting of “Pre Show Diaries” and fashion show live generated 16 million hits, according to a company memo.

Dolce & Gabbana заново открыли для себя маркетинговые возможности канала в YouTube. Публикуя за несколько дней до Миланской недели моды тизеры новых коллекций, они добились аудитории в 16 миллионов пользователей, став самым просматриваемым брендовым каналом мира.

Nielson Net Ratings reported in 2008 that YouTube has over 68 million unique visitors per month and has the 6th largest visitor audience in the U.S. (ahead of eBay, Amazon and Wikipedia). More than 2/3 of the U.S. population over the age of 25 has watched a YouTube video and 91 percent of users have purchased something online. YouTube represents a very powerful marketing channel and opportunity for exposure on the net. The majority of fashion brands have registered their YouTube channels in 2008 but only few of them really use it.

Luxury brands are feebly presented. Today their own YouTube channels have only D&G, Ralph Lauren, YSL, Stella McCartney, Gucci, Hugo Boss, Burberry, Elie Saab and Louis Vuitton. Democratic brands presented by Victoria’s Secret, H&M, Topshop, Mango, Baby Phat, American Apparel, Quiksilver, Lacoste and Bershka. And if D&G has brought thier account to life right before Milan Fashion Week, Victoria’s Secret does it regularly. This is no surprise that VS surpasses D&G in quantity of subscribers. And I don’t think it’s because of the quantity of semibare models.

Topshop and H&M are also pretty industrious with rich and interesting content. The worst channel-holder is Lacoste with only one uploaded video about a year ago.

Fashion Communication Top 5 YouTube Channels:

#1 Victoria’s Secret

#2 H&M

#3 Dolce & Gabbana

#4 Topshop

#5 Hugo Boss

See also:

Baby Phat
Mango
American Apparel
Quiksilver Woman
Bershka
Ralph Lauren
YSL
Stella McCartney
Gucci
Burberry
Elie Saab
Louis Vuitton
Lacoste

Согласно сетевому рейтингу Nielson, в 2008-м году YouTube имел более 68 000 000 уникальных посетителей в месяц. Именно в 2008-м году большинство фэшн-брендов осознали мощь ресурса и зарегистрировали свои потоки. Однако, заниматься ими регулярно стали далеко не все. Самыми активными и стойкими оказались Victoria’s Secret и H&M, а среди люксовых брендов – вышеупомянутые Dolce & Gabbana, в спину которым дышат Ralph Lauren, YSL, Stella McCartney, Gucci, Hugo Boss, Burberry, Elie Saab и Louis Vuitton. Ниже приведен рейтинг лучших потоков по мнению Fashion Communication.

#1 Victoria’s Secret

#2 H&M

#3 Dolce & Gabbana

#4 Topshop

#5 Hugo Boss

See also:

Baby Phat
Mango
American Apparel
Quiksilver Woman
Bershka
Ralph Lauren
YSL
Stella McCartney
Gucci
Burberry
Elie Saab
Louis Vuitton
Lacoste

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