Jill Stuart: Dress Classy, Dance Cheesy
Ever since the original video Gangnam style releases a few months ago, people create different versions or parodies of the original video. Gangnam style reaches over 462 million views and is one of the most viewed videos on Youtube. Not only does the video bring Psy a lot of fame, it also creates marketing opportunities for businesses.
Celebrity Endorsement: Jill Stuart, a high end fashion brand based in New York City, collaborates with Psy to promote its brand. They produced a Youtube video “Dress Classy, Dance Cheesy” where Psy dresses in Jill Stuart’s clothes and does his horse dance. The video reaches 2 million views in two weeks. That’s a relatively huge number of views comparing with other fashion videos online. In addition to the Youtube views, the promotional video aroused discussion on social network.
Jill Stuart is famous for its lady fashion and cosmetics. Through this Youtube video, Jill Stuart increases brand awareness of the men fashion line. I believe that not many people (including myself) knows about its men fashion line before the video as Jill Stuart’s marketing campaign is usually pink and feminine.
Jill Stuart also creates a new B2C communication channel with consumers. To date, Jill Stuart does not have its own Youtube Channel. It communicates with consumers through Facebook and Twitter. I think Youtube Channel is a good way to communicate with consumers for fashion brand because images are more vivid and can often inspire consumers with fashion.