| Online video is one of the most important and widespread trends in the new media consumption scenario. More and more people globally watch videos online on their multiple devices, from desktop computers to smartphones and tablets.As a consequence, online video must be considered as a new crucial communication medium for brands in order to reach their target consumers, exactly where they are getting used to spend a significant portion of their time. Different alternatives open up to brands willing to use online video in their media and communication strategies. As a matter of fact, online video can be included into a company’s media plan not only in the form of paid advertising, but also an owned and earned medium.That being stated, the aim of the study is to understand whether or not a specific category of companies, fashion companies, is effectively embracing online video for marketing communication purposes.Results of the analysis suggest that, although most of the fashion brands considered in the study are adopting online video, especially as an owned medium, just few of them are approaching it with a comprehensive and innovative strategy behind.Those few cases, defined as flashes of fashion genius, clearly show that online video has great potential for the industry, by allowing companies to reach their traditional marketing goals in a more innovative way. Nonetheless, those successful examples haven’t been able yet to evangelize and guide the entire industry towards a better exploitation of the medium. |
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