As important as it is for luxury brands to be adopting new technologies and social platforms, established platforms should not be forgotten. Especially when that platform is the second biggest search engine online. No, I’m not talking about Bing. I’m talking about YouTube.
On the platform, Chanel is dominating its luxury competitors and generating an impressive amount of organic reach thanks to the ability to turn their history and events into dozens of beautiful videos. The 247,000 million views they’ve earned haven’t gone unnoticed by other retailers looking to steal some eyeballs. Dior has recently mimicked Chanel’s strategy and started publishing videos that emphasize the brand’s rich heritage and show clips from backstage. Will it help them fill the 100 million view gap and catch up to Chanel?