- Category: June 2014 - Video Marketing
The visual, image-centric social shopping network Clozette offers fashion brands and retailers a social media platform to engage and interact with trendsetting consumers. The company’s high-engagement platform is where fashion and beauty content converge with commerce, since it delivers unprecedented insights and analytics about consumers' preferences and what is trending in the world of beauty and style.
Just in April, the highly visual and innovative social network and StarWorld enter into a content and cross-promotion partnership that includes collaboration on bringing cutting-edge original short-form production.
StarWorld is Asia’s leading entertainment channel for young, smart and sophisticated female viewers, featuring the latest Hollywood content that drive the biggest media buzz, including renowned drama series, fresh reality shows and major live events. Together with Clozette’s established footprints in Asia and extensive knowledge of content consumption behaviour across TV and digital platforms, the partnership will be without doubts mutually beneficial to help both brands expand their presence across multiple platforms as well as add value to their respective fans.
According to ComScore’s Video Metrix Q1 2014, for instance, Asia’s online video consumption of internet audiences aged six and above accessing the internet from a home or work PC is synonymous with its internet consumption. In addition, the analyst revealed recently that in the markets Clozette TV will be made available, Singapore is at the forefront with the highest percentage (85%) of internet consumers viewing online video with an average of 101 videos per viewer, followed by Taiwan, Japan, Malaysia, the Philippines and Indonesia.
Through the new partnership, Clozette users can look forward to catching StarWorld’s ‘StyleSetter’ series on www.clozette.co, which explores upcoming local fashion trends, hottest venues in Asia, as well as sought-after style and beauty tips, featuring celebrities and local experts in the creative form of short clips.
Both parties also work together on co‐promotions such as contests and exclusive benefits for Clozette and StarWorld fans, and selected ‘Clozette Ambassadors’ who have prominent online presence and social following may even be invited to make special guest appearances on StyleSetter.
"The introduction of video content is a natural extension of Clozette’s brand. This partnership with StarWorld unlocks a new milestone because Clozette’s product offering is primarily designed for hosting visual-centric content. By leveraging on StarWorld’s expertise to offer video content that is highly customized to Clozette’s users, richer fashion stories can be told and amplified,” said Roger Yuen, Founder and Chief Executive of Clozette.
Considering this statement of Clozette’s CEO, the recent partnership with Brand New Media, a global leader in digital media and content marketing, and the launch of the new fashion IPTV channel, Closette.TV, seems just to be one of the next strategic steps. Expected to go live this September, ClozetteTV will be the first of its kind in Asia.
It is planned to be a complimentary channel that features fashion and beauty content that are both locally produced and internationally sourced. The channel’s content strategy is focused on connecting viewers with the latest global and local content that’s popular and shared by key influencer peer groups.
Using Brand New Media’s state-of-the-art ChannelPLAY platform, Clozette TV will feature an extensive Video-On-Demand offering with a wide array of how-to videos covering skincare, beauty, and fashion to success stories of the biggest style icons today and include the following content categories:
- Style School: Skincare, beauty and fashion how--to videos and video look books;
- Style Shop: Reviews of the latest products by trusted brands;
- Style Makeovers: Before and after looks, makeovers with fashion celebrities and contests for members to win makeovers;
- Style Events: Coverage of key fashion and beauty events around Southeast Asia;
- Star Style: Profiles of global and local designers and style icons;
- Real Style: Reality series that covers the world of style;
- Star Stories: A series of long--form programmes all things fashion and beauty;
- My Style: User-generated content.
Targeted at fashion forward ladies who love all things trendy and chic, Clozette TV will be accessible anytime, anywhere via any internet--connected device such as computer, smart phone, tablet or smart TV.
The collaboration with Brand New Media is the latest addition to Clozette’s partnership folio, since it started in 2010 and for Brand New Media, this marks another milestone after having launched and maintained eight IPTV channels and two broadcast channels in the past two years.
"We are very excited about this partnership – Clozette TV is a great addition to Clozette’s ecosystem of style discovery and online shopping. Clozette's reach and community coupled with Brand New Media's expertise in building and operating digital channels deliver fashion, beauty and lifestyle brands a highly integrated and innovative way to engage with new consumers", Roger Yuen, Founder and Chief Executive of Clozette concluded.