Do you want to watch all of the big 2020 runway shows live featuring brands like Armani, Dior, and Chanel? How about behind-the-scenes interviews hosted by Naomi Campbell and Alexander Wang in their new series ‘Stories of Style’?
That content and much more is now easily accessible on YouTube’s new dedicated fashion & beauty channel nicknamed “slash fashion” at YouTube.com/Fashion on your laptop or mobile phone.
The man overseeing the channel is Derek Blasberg, who is Director of YouTube Fashion and Beauty. His goal with the channel is to build “an ultimate destination for style content that connects both our fabulous endemic creator community and the more traditional worlds of fashion and beauty.”
According to Blasberg subscribers can expect videos to “feature original content from the big names in the industry and the popular content that users have come to expect from the world of YouTube.”
As a category on YouTube fashion & beauty has experienced approximately 600% growth from 2014-2018! Original content from creators include standards like makeup tutorials and unboxings but YouTube.com/Fashion also features unique apps like AR (Augmented Reality) makeup trials and full-on virtual reality runway shows.
Blasberg and his team are creating a technologically-driven but user-friendly style hub for aficionados to more easily connect with and follow their favorite brands and personalities in real-time. If you are in Los Angeles but really wished you could attend the live show in Paris, all you have to do is pull your phone out and open the YouTube app.
Subscribers to the /fashion channel can turn on the bell notifications and practically put the 2020 season on auto-pilot, letting the creators notify you when their new videos go up or when shows go live.
Commenting on a video is similar to sending a direct message on Instagram, allowing viewers to connect with creators and possibly spark an interesting conversation with their favorites. Brands are preparing for this new level of engagement by collaborating with creators who have niche audiences.
Industry collaborations between brands and creators are a thrilling new frontier as influencer marketing continues proving itself as a viable means for communication, promotion, and customer service. Instead of a lifeless ad, which does still have utility, now brands can communicate through influencers who command the attention of their audience.
The long-term vision Blasberg and his team are working towards “is to make slash fashion a diverse and inclusive place, filled with many of the latest fashion and beauty trends, content and more.” The bigger trend driving their vision is the globalization of access to technology like smart phones, wi-fi, and the Internet.
Blasberg made this clear when he plainly stated that one of their main goals is “to bring many more international voices to the page and to localize for global markets.”
September is the perfect month for this rollout because it is fashion month, so conscious brands and creators are already engaging their audiences with awesome content. Letting their fans know about this new channel is a fantastic way to build loyalty and provide value.
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