The level of competition among the major couture houses remains pretty high, however on the virtual platforms Chanel outcomes its competitors. What is the clue and can Dior or other luxury brands actually rival?


A recipe for Chanel’s success

Well, let’s start with some figures to demonstrate the social success of Chanel (and to convince those who still doubt about it). The total number of brand’s subscribers on YouTube exceeds 630 thousands, while the same indicator for Chanel’s main competitor, Dior, is nearly 301 thousand. Moreover, the percentage of Chanel’s organic views is approximately 50%, in comparison with Dior’s 20%. The number of organic views is vital to be considered, because they practically reveal the audience who are looking and expressing an interest in their content (what is more and no less important – they are free).

In terms of content, one of the reasons why French couture house succeeds – is the diversity. “Chanel blows all other high-fashion brands out of the water with the sheer number of videos it’s posting,” told Mabel McLean, research analyst at L2. “One runway show will turn out eight YouTube videos — an interview with Karl, celebrity attendants and the runway designs themselves. That’s a great way to up view count.”

What is more, there are always new TV advertisements, which are foremost star-studded, and makeup tutorials (which can probably outcome other fashion houses’ videos, but give place to beauty bloggers).

Chanel. YouTube Channel


It might seem like a standard video range, but Chanel has its own piquancy – brand’s history named “Inside Chanel”, which number of views oscillates about 3 millions. “The fashion industry has quite a few iconic brands that have an amazing history, sharing these histories with the up and coming generations that may not be familiar could only help their brand stay relevant in today’s fast moving technology age,” – said Marci Troutman, CEO of mobile marketing platform SiteMinis. Therefore, believe it or not – this series blossoms out, the number of views several-fold exceeds other sections.


The competitors are hard upon

Two years ago, the YouTube couture brand №2, Dior, was considered the top spender in fashion industry’s social sphere. According to Strike Social stats, which estimate online video expenditures, Dior spent approximately $4.7 million on YouTube over the 2014. While Chanel, to compare, spent about $2.8 million.

Top 25 YouTube Beauty Brand Channels

As for today, Dior’s social media management decided to follow in Chanel’s footsteps and adopt its YouTube strategy. In 2016, the couture house released 16 various videos for the Spring show and 12 for the Resort show accordingly. Like the industry leader, Dior strives for the availability of diversified and high-quality content.

Furthermore, Dior also elicited the engagement of viewers with the fashion history videos and launched its series named “Dior Stories”. “With this latest series, Dior could be able to better compete with a brand like Chanel.”said Roy DeYoung, creative strategist at PMX Agency.



Nowadays the majority of companies in fashion and beauty industries tend to increase their engagement across the social media platforms, using their own strategies and techniques (Learn more through the examples of Loreal and Tommy Hilfieger). YouTube, however, leads. And Chanel couture house leads on YouTube. Its competitors certainly have an opportunities for development and innovative ideas in conjunction with Chanel’s tactics can bring a social success, but as for now – Chanel is the company which dictates terms and fashion trends. “It’s a combination of content, having a strong paid-ad strategy and giving people an environment where they can actually engage,”said Andreas Goeldi, chief technology officer at Pixability. “Chanel has a keen awareness of what kind of content really resonates with its audience.”

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