Fendi parades small leather goods via color-focused video

Fendi small leather goods video

Italian apparel and accessories label Fendi is presenting its new small leather goods collection in an animated social video that shows the items parading through scenes of color panes and crayon doodles.

The label is showing the video on a section of its Web site where users can also view an image gallery of the entire collection. Fendi is pushing video views via a dedicated email campaign and social promotions.

“Fendi is strategically leveraging digital marketing to connect with their consumers in a playful and engaging way,” said Tara Jepson, director of strategy at Possible, New York. “Traditionally, luxury brands have relied on slick, glossy imagery with minimal copy in print campaigns.

“But glossy images can’t compare to a well-executed video that provides a sensory experience that consumers can’t get through other media,” she said. “What’s also effective is that Fendi used this video as part of their CRM email strategy.

“The video helps Fendi deepen their emotional connection with their most loyal consumers and allows them to imagine having these products in their own lives.”

Ms. Jepson is not affiliated with Fendi, but agreed to comment as an industry expert.

Fendi did not respond before press deadline.

Colors of the season
The slogan for Fendi’s new small leather goods collection campaign is “Life is all about using the whole box of crayons.”

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The 60-second video matches up with the slogan by showing items in the collection come to life in animated scenes that are seemingly drawn in crayon. The movement of the items is set to lively piano music.

First, a group of six zipper wallets – all in different colors – march into the frame of the video. Their zippers rise and fall to the beat before they are ushered off of the screen.

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Then a pink zipper wallet falls into view. When it unzips, drawings of stars, a lipstick, a diamond and a crayon fly out of the wallet.

Next, mobile device cases are featured in the video. A device that seems to be an iPhone is carried via a crayon-drawn parachute and falls into a yellow case.

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In another scene, a small, brown leather case is shown over an animated background that is actually moving warm-colored crayons. Blocks of color cover the case until it is completely covered by white.

Next, wallets in various colors are arranging themselves to form the Fendi logo.

The video goes on with the accessories in animated formations. The various backgrounds show crayons and drawings.

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At the end of the video, all of the leather goods, crayons and doodles fall into a small orange handbag. A Fendi logo made from crayons is shown.

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“The combination of well-curated products at lower price points in impulse categories like wallets can be very effective in the emerging social and mobile world we all live in,” said Marko Z. Muellner, senior director of marketing at Shoplgniter, Portland, OR.

“Video and rich imagery are the preferred content types for younger women within their social streams and from their favorite brands,” he said. “Not only do they like to watch videos, but sharing gives them social credibility among their friends, especially from premier luxury brands.”

Videos galore
Luxury marketers have released quite a few videos recently to push spring collections and accessories.

In fact, marketers such as Louis Vuitton and Gucci also flaunted the bright colors of their leather goods via social video.

French fashion house Louis Vuitton is showing off its Mini Icons collection in an upbeat social video that depicts the handbags in use by stylish women during springtime in Paris.

The “Small Is Beautiful” video quickly flashes between many scenes. Some scenes show women enjoying themselves during a spring afternoon in Paris, while others show animations, graphics and handbags arranged in deliberate shapes (see story).

Also, Italian label Gucci released a social video in early January to push its Soho Disco Bag collection.

The video focuses on the available bag colors by showing animated images that are made from rows of Soho Disco Bags. The pulse of the graphic video is set to the song “Move” by Mausi.

To be most effective, luxury handbag marketers should be sure that videos are shareable on all social channels and link to commerce.

“Video and rich product imagery are quickly becoming the currency of the social Web,” Mr. Muellner said. “Short videos are perfect for driving deeper product exploration and sharing, which drives broader reach and discovery across social networks.

“Fendi’s goal here was to infuse a bit of fun into a new collection in a way that was lightweight and would live well in social and on mobile,” he said. “But they didn’t make the video easily shareable from their Web site – that’s a missed opportunity.”

Also, research shows that consumers are increasingly browsing and buying products online, particularly small leather goods, per Possible’s Ms. Jepson said.

“A direct link to an ecommerce experience would help Fendi customers engage with the brand and ultimately drive sales,” Ms. Jepson said.

Final Take
Tricia Carr, editorial assistant on Luxury Daily, New York

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Tags: Apparel and accessories, digital marketing, email marketing, Fendi, Internet, luxury, luxury marketing, Marko Z. Muellner, Possible, Shoplgniter, small leather goods, social media marketing, social video, Tara Jepson, video marketing