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Why Fashion Needs to Stop Sleeping on YouTube

The Google-owned video-sharing service is among the largest entertainment platforms in the world, and a destination for in-depth, long-form content. BoF breaks down how brands can use the site as a world-building tool to attract loyal consumers.
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The brands investing in YouTube understand it as a world-building platform that can help them stand out in a saturated attention economy. (BoF Team)
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BoF PROFESSIONAL

In 2020, Timothy Grindle, the co-founder and chief executive of the nine-year-old Boulder-based indie menswear boutique Canoe Club, uploaded a video to YouTube of himself and his chief operating officer answering customers’ frequently asked questions.

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Further Reading

YouTube Digs Deeper Into Beauty

Amid rising competition for online eyeballs, the Alphabet-owned video app will host its second Beauty Festival this week to reassert itself as a hub for beauty creators.

About the author
Malique Morris
Malique Morris

Malique Morris is Senior E-Commerce Correspondent at The Business of Fashion. He is based in New York and covers digital-native brands and shifts in the online shopping industry.

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