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2020 | OriginalPaper | Buchkapitel

5. YouTube Fashion Videos

verfasst von : Peter Bug, Cora Winker, Patrizia Zillikens

Erschienen in: Fashion and Film

Verlag: Springer Singapore

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Abstract

YouTube is the most widely adopted and successful video sharing platform. It works as a marketing instrument and money-making tool for companies while reaching the target group. After considering the significant literature based on YouTube, it is striking that there is lack of information about YouTube’s benefits as a video marketing instrument for fashion brands. To establish this subject further, the purpose of this study is to enrich the existing findings on social video marketing on YouTube in the apparel industry. The findings indicate the importance of YouTube as a social network for fashion marketers. The second part conducts an empirical study, which makes the YouTube channel performance of nine fashion brands the subject of discussion. Thereby, three brands per lifestyle, sports and luxury sector are analyzed through comparative aspects. Accordingly, the differences and similarities within and between the sectors are analyzed and evaluated.

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Titel: YouTube Fashion Videos
verfasst von: Peter Bug
Cora Winker
Patrizia Zillikens
Verlag: Springer Singapore
Buch: Fashion and Film
Print ISBN: 978-981-13-9541-3

Electronic ISBN: 978-981-13-9542-0

Copyright-Jahr: 2020
DOI: https://doi.org/10.1007/978-981-13-9542-0_5