Natori, a designer brand specializing in women’s apparel, lingerie, and sleepwear, set out to leverage video as a way to educate consumers about their offerings and tap into new customer segments. Thanks to a stellar video strategy, Natori has achieved just that.
Natori chose to test how video could increase customer engagement and in turn drive conversions. They partnered with Firework to activate their new video strategy across their website – www.natori.com
1. Owning the customer journey and experience to drive engagement
By 2022, Natori was already well-established at leading retailers, including Neiman Marcus, Nordstrom, Saks Fifth Avenue, Dillard’s and Bloomingdale’s. But a robust presence at physical locations was only one half of the equation; in order to provide customers with a true cross-platform experience that extended to its online presence, Natori leaned on the power of video.
3. Providing a unique luxury shopping experience with a human touch
The right video strategy can all make the difference when trying to stand out in an increasingly crowded luxury marketplace. Consumers of luxury goods seek a connection with the brands they buy, regardless of whether it is in physical or digital stores.
Natori used the video format to help establish the human connection that customers of luxury and aspirational brands are used to. Many Natori livestreams were hosted by either Natori Founder and CEO Josie Natori or by Ken Natori, President of Natori. Giving livestream viewers this kind of unprecedented access to the people behind the brand, and having them answer questions in real-time, instilled great confidence in the viewers.
It is therefore not surprising that Natori livestreams saw, on average, 141% higher conversion rates versus its other sales avenues.
Consumers are often hesitant to make big-ticket purchases online. However, Natori is a prime example of how a luxury fashion brand can harness shoppable videos and livestream shopping effectively – on their own platforms and on their own terms – to mitigate consumer fears and educate them via authentic content.