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JUSTIN COOKE, TOPSHOP
When Justin Cooke joined Topshop as chief marketing officer nine months ago, the brand’s most viewed video on YouTube — a two-year-old short featuring Kate Moss — received less than 100,000 views. On Sept. 16 of last year, the first video initiative spearheaded by Cooke, a partnership with Facebook for the spring 2013 runway show, garnered over 2 million views.
In January, a Chinese New Year video — exactly 58 seconds long because eight is a lucky number in Chinese culture — had more than 10 million views on Chinese micro blogging site Sina Weibo.
“I wanted it to land on that time. I really think about every detail. It’s about understanding the consumer, and different moments, times and seconds in our lives. Everything online is a fleeting moment, so you have to make the feeling stay with them for longer. You have to capture them,” Cooke said of the impetus behind the nearly 450-door retailer’s innovative digital strategy, where video has begun to play a bigger role than ever. “Video is really platform specific, like 30 seconds is good for mobile, and if you’re on Facebook, no one really watches for more than 27 seconds. We tailor all of our programming of content around these learnings.” — Rachel Strugatz