Bag Bug video
The collection’s Web site features the Bag Bug collection and the bags, shoes and accessories that are part of the line. The bugs were promoted on the brand’s social media profiles.
Engaging the youth
The fun and energetic video targets the brand’s younger consumers and also engages regular consumers.
Other luxury brands have posted similar videos. For example, Italian fashion brand Giorgio Armani brought its Emporio Armani print ad campaign to life with a social video showing the models dancing on set.
The video bounced between the models, showing them dancing in multiple campaign looks. By taking this fun approach to a fashion campaign, Armani was able to make fashion seem more accessible and reach a younger demographic (
see story).
Also, Italian label Valentino pushed the new Tan-go shoe collection in a “The Wizard of Oz”-themed video featuring its sparkling red heels.
The “Sparkling Red Explosion” campaign for the Tan-go shoes was being promoted on Valentino’s digital platforms including social media, email and the homepage of its Web site. The label is likely to attract consumer attention by incorporating a well-known and playful theme into the campaign (
see story).
By creating a lighthearted video, brands are able to appeal to the younger consumer and generate intrigue among their usual consumers.
“This video gets consumers excited about the bag bugs and the personality that this collection brings to Fendi," Ms. Mills said.
“It is a fun video to match a fun product and customers want to own their own Bag Bug,” she said.
Final Take
Nancy Buckley, editorial assistant on Luxury Daily, New York
Model in bed of daisies 
