LF Youtube channel (Photo: a screenshot from LF’s Youtube channel)
SEOUL, Feb. 3 (Korea Bizwire) — Fashion and apparel companies are increasingly leveraging short-form videos to tell brand stories and boost marketing efforts, industry sources reported on February 2.
Major fashion brands and platforms are expanding their YouTube presence and video content offerings on their platforms, responding to the preferences of their primary customer base – millennials and Gen Z – who are more accustomed to making purchase decisions based on video content rather than text.
Industry observers note that products featured in these videos are seeing significant sales increases. LF Corp. has found success through its popular YouTube channel segment “Where’s That From?,” which features employees sharing styling tips and product reviews.
One episode showcasing employees’ wallets garnered 4.11 million views, and a DAKS leather mini crossbag featured in the video generated over 100 million won in sales within just ten days of the video’s release.
“Customers show high trust and preference for items that are personally worn and introduced by fashion company employees,” an LF representative said. “Many customers mention purchasing new products after seeing them worn in YouTube videos.” The representative added that video content has become a powerful tool connecting consumers with brands, with its importance expected to grow.
Fashion platforms are increasingly turning to short-form videos to engage customers. Through its “Brand Commentary” series, which showcases brand growth stories in three-minute segments, 29CM has seen remarkable results.
After being featured in the series, women’s contemporary brand Treemingbird reported a 64% increase in transactions over two weeks. Similarly, Rockfish Weatherwear saw a surge in customer acquisition, with new buyers making up 72% of purchases following the brand’s segment.
29CM’s “Beautiful Move” series, featuring interviews with athletic women in collaboration with sports brands, has also proved successful. Outdoor brand Arc’teryx reported that 83% of its customers were first-time buyers in the month after the brand was featured in the series.
MUSINSA has launched “Showcase,” a content series highlighting brand imagery through a combination of video, photography, design, and programming elements. W Concept introduced its “Play” service in December, allowing users to watch curated short-form fashion videos. During its October pilot program, the top 20 brands saw an average 40% increase in sales within two weeks.
“We revamped our app to focus on content at the end of last year,” a W Concept representative said. “We plan to expand our high-quality content offerings, including short videos and fashion styling photos, while improving AI-powered lifestyle recommendations for customers.”
Lina Jang (linajang@koreabizwire.com)
