Long Tall Sally Brand Audit into Online media guides.

1. Brand Audit – Online Videos

2. Topshop
http://insideout.topshop.com/blog/topshop-video/
Inside-Out. Topshop Video
• Post videos once a month
• Content: Music Videos, Runway
footage (such as LFW), Make up
Tutorial, Exclusive Kate Moss
feature etc.
• Style: Minimalist, Topshop fonts,
Youtube embedded videos with
options to Comment, Tweet, Email
the link or LIKE on Facebook

3. River Island River Island TV
http://www.styleinsider.riverisland.com/river_island_TV
• Various videos on the site ,which are updated every
couple of months including
• Catwalk footage from Fashion Week
• Celebrities performing
• Event Coverage – An archive of past fashion shows,
press days, casting calls etc.
• This, That & the Other - A number of archive
videos including a celebrity store visit, a press
presentation and a Look Book created using River
Island Buyers, designers etc.
• What’s ‘in’ this season using products from a River
Island showroom. How to wear and style it, while
also showcasing their product. A video for Women’s
wear and a video for Men’s wear.
• River Island seasonal Look Books. Content: Footage
of the Look Books being shot. A video for Women’s
wear and a video for Men’s wear.

4. Levi’s
http://explore.levi.com/news/
Explore
• “Get the Look” video – How to wear and
style a new season look. Designer shows this
with a model and gives tips.
• “How to wear” video – How to wear and
style a specific LEVI’s Men’s product. Designer
shows this with a model and gives tips.
• Clever advertising tool: Link to collection to
buy online ‘Shop these SPRING LOOKS now’ with
‘SPRING LOOKS’ hyperlinked to the online store.
• Both video’s have a professional feel, using a
custom LEVI’s DESIGNERS STUDIO introduction.
• Options to share on: Facebook, Twitter and
Blogger.

5. H&M
http://www.youtube.com/user/hennesandmauritz
H&M Life, H&M on TV and Featured.
• H&M Life - general seasonal trend videos etc.
•H&M on TV - commercials and TV Spots
• Featured - purely for campaigns like Fashion against AIDS, fronted by
popular celebs such as Selma Blair
• H&M custom introduction on videos
• Very active - at least one video per week
• Options to share on Facebook
• Promo videos for collections - Conscious Collection showcased by
supermodel Natasha Poly
• Video Surveys – public opinion such as ‘What To Wear On A Date’.
•Jade Frampton (market Editor @ Elle US) showcases new season
showroom product while discussing trends for the season. Tries on
accessories and gives personal tips and opinions. ‘See you next week!’
implies a regular following.

6. French Connection
http://www.youtube.com/user/frenchconnection
Youtique – French Connection’s very own
Youtube channel
• 11 Videos for each trend of this current
season
• Interactive Trend videos – Links embedded to
buy the items
• Showcases item on model and stylist gives
advice on how to wear the item and what with
• Options to share on Twitter and Facebook
• Campaign videos available to watch
• General Fashion Tips - videos on what to
wear to certain events.

7. Evans
http://www.evans.co.uk/webapp/wcs/stores/servlet/CatalogNavigationSearchResultCmd?catalogId=33054&storeId=12553&langId=-
1&viewAllFlag=false&sort_field=Relevance&categoryId=235484&beginIndex=1&pageSize=20&interstitial=true
Ahead of the Curve
• Video aids for measuring feet and
bras
• Interview with models for the new
collection. Shows her modelling the
new line

8. SimplyBe.com
http://www.simplybe.co.uk/shop/page?pageId=4870&cm_sp=DAL%20Freeformat-_-Simply%20Share-_-Style%20and%20Fit%20Videos
Style & Fit Videos
• Generic videos rather than
seasonal
• Take a stylist and a real
woman and dress her for a
particular occasion

9. Bravissimo
http://www.bravissimo.com/perfectfit/fitting-video/
Bravissimo Fitting Guides
• Generic Informative videos
• A Bravissimo expert and a real woman
as the model to show how the product
should fit
• Two videos ‘Full Fitting Experience’
and ‘Quick Fit Guide’ – Self help guides
for the average woman
• Contact details and website at the
end of the video