Short videos, ranging from five to ninety seconds, have emerged as powerful tools for sharing impactful messages with consumers. Initially originating on TikTok, short videos have quickly been incorporated into Instagram and YouTube through the introduction of Instagram Reels and YouTube Shorts.

Whether through product demos, user-generated content (UGC) or landing page visuals, brands are tapping into the versatility of video. As consumer preferences continue to favour video consumption and attention spans shrink, the strategic use of on-site videos becomes essential. This approach not only sustains user engagement but also extends the time spent on-site, therefore increasing the likelihood of conversion.

For luxury and premium eCommerce brands, a high-quality product detail page (PDP) is crucial. By providing comprehensive information, including product photography, sizing details, and shipping information, a PDP empowers potential customers to make informed decisions without the need for an in-store visit. This is particularly beneficial for both first-time customers at the top of the funnel and repeat buyers planning their next purchase.

New ways of influencing consumer behaviour are always coming into play as marketing practices continue to adapt within performance marketing and paid media. As brands utilise consumer psychology, one age-old phenomenon continues to be a powerful catalyst for action - FOMO, or ‘Fear of Missing Out’.

As the global fashion industry grapples with its significant carbon footprint, the question arises of how sustainable luxury and premium fashion is, and what can these brands do to offset the environmental impact of their eCommerce store?