Soma Intimates Extends its Reach With Video Makeovers

For many, makeovers can leave an inspired feeling. It's a time for renewal and rejuvenation. Video makeovers are a how-to-style on what to wear, how to wear it and, most importantly, how to look and feel good wearing it. Ranging from makeup, hairstyle or fashion makeover, video is a reassuring tool for consumers looking to see what can fit right for them. Fashion video makeovers give the big reveal — the before and after.

For its bra video makeovers, apparel retailer Soma Intimates partnered with KSC Kreate, a full-service digital creative agency. The bra fitting video makeovers show real people (not actors) consulting with Soma's style experts for the perfect fitting bra. From sensuous sides lace to full coverage lace, these product fashion videos act as a consultation tool for online shoppers.

Fashion video makeovers are effective because of the personal connection they create with online shoppers. A video makeover done correctly will lead to longer session times (i.e., the amount of time a visitor spends on a retailer's site) and, ultimately, increased conversions. As social media rapidly becomes an essential tool for retailers, consumers have the ability to view, comment and share these videos as well.

Between 70 percent and 85 percent of women wear the wrong bra size. Aware of this staggering statistic, Soma Intimates created a clever way of integrating real-life stories into its social marketing strategy. Soma Intimates' bra makeover Unfit for Love features newlywed Barbara receiving a bra fitting consultation by Soma style expert Jessica Wells. Barbara tells of her search for the perfect fitting bra. Jessica gives detailed instruction on the proper fit for Barbara's body type and assures her that with right type of Soma Intimate bra, any article of clothing can fit perfectly. The video has garnered 52,239 hits on Soma Intimates' YouTube channel since November.

Soma Intimates' bra makeover Cake Rolls features Karen, a professional cake maker, who is also seeking a bra fit makeover. Comfort being a priority, Jessica Wells gives Karen a one-on-one consultation on finding a bra good enough to wear for work and for play. Ultimately, the vanishing back full coverage bra seems to be the perfect fit for Karen's lifestyle.

Fashion makeover videos are a helpful social marketing tool for consumers seeking extra information on a particular product. Nearly 60 percent of online retailers spent more on e-commerce technology in 2012, and product videos were a wise investment. Soma Intimates addition of fashion video makeovers increased the trust consumers have for the brand.

In Soma Intimates' case, the bra makeover videos are an instructional tool for visitors trying to find the appropriate article of clothing. When implementing video makeovers on your brand's site, it's important to address your demographic and not lose sight of your key audience in the process.

In summary, Soma Intimates' bra makeover videos are a multipurpose marketing tool that helps women find the best fitting, most comfortable product while enabling the brand to engage consumers via another online touchpoint (in addition to its website, third-party syndicated sites, video forums and social networking sites). As an added bonus, Soma Intimates also benefits from happy customers sharing the video with friends, which has lead to a virally driven uplift in sales.

Mike Molinari is the director of new business development at KSC Kreate. Mike can be reached at mike.molinari@ksckreate.com.