YouTube channels, YouTube, Van Cleef & Arpels,, butterfly

One of the trends in digital innovation that is transforming the way fashion and luxury brands connect with consumers is through video. YouTube channels are just one venue where a brand can tell its story through a collection of videos a-la “behind-the-scenes” montages, artistic short films, or beautifully produced pieces on the creative process. A new, interesting incarnation of video comes from Van Cleef & Arpels in the form of a very elegant website trailer introducing their freshly launched website. A delicately intrepid butterfly guides the viewer on a dimensional journey through the airy, intuitive website, touching on just a few of the iconic creations and relaying the ease of navigating through the content and legendary world of the Maison. Discover the path of the butterfly below or directly immerse in the Van Cleef & Arpel world at

Is the website trailer, or any of its companions, a powerful enough vehicle to increase traffic to a website or boutique – ultimately converting to a sale? Or is the value simply that it is an innovative way for a brand to more deeply engage and connect through storytelling? What are your views?