The Business of Fashion
Agenda-setting intelligence, analysis and advice for the global fashion community.
Agenda-setting intelligence, analysis and advice for the global fashion community.
NEW YORK, United States — Fashion's most important social network just made its pitch for brands not to worry about YouTube and Snapchat.
Already on IGTV, Lady Gaga shared the trailer for "A Star is Born" and Gucci has posted an archive of Alessandro Michele's runway shows. For beauty brands and influencers, makeup tutorials are an obvious use of IGTV.
The product has a few features that seem tailor-made for fashion and beauty brands that today allocate the bulk of their online video budgets to rival services. It allows users to post videos of up to an hour to their followers, reducing the need to attract fans to a separate YouTube account. Its vertical format is ideal for off-the-cuff production using an iPhone, rather than highly produced, expensive shows; and it aims to hold an audience captive for an experience that's more immersive than swiping through stories or scrolling through the feed.
But the most important way into the platform will probably be to jump right in, and not let a desire for movie-quality production values get in the way of your success. You’ll want time to experiment and refine a strategy before fashion week in September, when IGTV will be much more crowded.
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The production will take place on June 23rd on Place Vendôme and feature fashion content overseen by Carine Roitfeld, Ibrahim Kamara and fashion historian Alexandre Samson.
Condé Nast said it is searching for a successor to take over after Zhang, whose appointment never became less divisive.