Earlier this month, Dior put up the sequel to its Versailles-shot microfilm of models prancing and swinging under the fog in the Parisian gardens.
Exuding an equally mysterious aura was Louis Vuitton’s first micro-film launched back in November featuring a heroine’s expedition through The Louvre to retrieve an envelope with a pursuer hot on her heels.
Carter’s most recent DestinÃ©e featuring Taiwanese actress and its wedding collection improved with a more obvious narrative after interpretative productions like L’OdyssÃ©e de Cartier where a diamond panther comes to life and travels across the world.
But as a part of a sector that has been gung-ho about “touch and feel”, “exclusivity” and “personal experience” and has been generally reluctant to expand to the online space, digital microfilms seem to be a popular medium.
Despite this popularity, Simon Tye, executive director at Ipsos Asia Pacific, describes microfilms as an expensive experiment for luxury brands to both engage and aspire.
“One of the problems that the luxury sector faces is whether it’s becoming too accessible in a way that we have to rethink what is luxury again,” he said.
“So there’s this effort to really establish the aspiration quality in an inspiring micromovie that is not only emotional, but looks very expensive and is hard for the mass market to follow.”
Aside from goals of driving traffic to their brand sites and establishing top-of-mind presence, Tye said that luxury brands don’t really know what they’re doing with the medium.
Nor has anyone tested their success in terms of sales and numerical traffic generation, he adds.
“There are no rules or what is right or wrong. It’s all experimental at this stage.”
“I’m not sure about the narrative in these microfilms. They’re pushing boundaries at the moment, where do we put the clothes, the jewellery and what is the right amount of product placement, for example.”
While he gives little leeway during this learning phase and applauses their production quality, he said that microfilms have yet to convey the right message.