"In 2020, Timothy Grindle, the co-founder and chief executive of the nine-year-old Boulder-based indie menswear boutique Canoe Club, uploaded a video to YouTube of himself and his chief operating officer answering customers' frequently asked questions. They thought of it as an interesting experiment, but the response was so enthusiastic that they kept going. Today, the retailer posts as many as 11 videos a month, ranging from outfit competitions, collection breakdowns and a video podcast called "Customer Service," all featuring members of its team."
"But while fashion-oriented content creators are prolific on YouTube with their hauls, try-ons and brand analysis videos, and glossies like Vogue and GQ have launched popular interview series on the platform, many fashion brands have been reluctant to bake original YouTube content into their marketing strategy. Mostly, they use their channels to post runway shows or dump video campaigns they've already shared on Instagram and TikTok."
A Boulder menswear retailer began regularly posting YouTube videos in 2020 and expanded to as many as 11 uploads per month, including outfit competitions, collection breakdowns and a video podcast featuring staff. Audience enthusiasm and community-building around the content translated into measurable sales for featured brands. YouTube reaches roughly 2 billion daily users and hosts billions of hours of shopping-related content annually. Many fashion brands currently repurpose short-form campaigns or post runway footage rather than producing original long-form content. Perceived pressure for high production values discourages some brands, despite long-form videos offering brand awareness and world-building advantages.
Read at The Business of Fashion
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