D.D.Bag video
The brand describes the video on its YouTube page as “a dreamy and romantic fantasy designed to express the artistry of Made in Italy that lies at the heart of Tod's leatherwork.”
The D.D. bag is available in small for $1,425, medium for $1,595 and large for $1,845. Colors include white, orange, blue, black and brown.
Video baggage
The label’s previous videos to push different handbags seem to use unique selling strategies.
For example, Tod’s pushed its fall/winter 2012 Miky Bag via an animated social video that appeals to affluent consumers’ practicality.
The 60-second video continuously pans to the right to show a string of everyday situations during which the Miky bag can be used (
see story).
In contrast, Tod’s released a flashier video campaign around the same time to push items from its Signature Collection including shoulder bags, totes and clutches in different colors.
The brand partnered with LVMH Moët Hennessy Louis Vuitton’s Nowness blog to publish the "Electric Signature" video that depicts the image behind the collection. It was created by avant garde artist Bart Hess and features electronic music and strobe lights with geometric shapes (
see story).
Depending on the audience the brand wishes to reach, luxury marketers should tweak their video strategy for each effort.
For instance, Tod’s could have livened up its video if it wanted to reach a younger, female demographic, per Mr. Casey.
“[The video] is nicely animated, light and airy, so perhaps it conveys these attributes of the bag,” Mr. Casey said. “I'm not sure potential buyers care as much about the artisanal design and craftsmanship as much as they might care about how the bag would look with a certain outfit or its functionality.”
Final Take
Tricia Carr, editorial assistant on Luxury Daily, New York
