of the United Kingdom’s capitol city.
“This tomato is so Loewe I can’t explain it.”
What started as a clever quip in response to a photo of a large, ribbed tomato posted on X quickly became a fashion marketing movement. Creative designer Jonathan Anderson swiftly seized the social media moment by turning that post into a luxe, gilded clutch, including the response: “Loewe meme to reality.”
The clutch’s release was more than a subtle clue that Loewe (and in turn Anderson) had a sense of humor – it indicated the brand has the speed and creative stamina to turn a viral moment into a high-quality and socially coveted product. The brand has since launched a “new crop” of Tomato Clutch bags, using TikTok and Instagram as vehicles to show how Loewe’s craftsmanship is an unspoken requirement, innately embedded into every stitch, clasp, and strap.
This wasn’t the first time the brand has used social media, especially TikTok, to showcase its artistry. Loewe’s social media strategy has sparked a movement of sorts in the luxury industry; other luxury brands are leaning into behind-the-scenes coverage. Customers not only have an inside look at glitzy parties, runway shows, and photo shoots, but now see inside the factory and behind design studio doors to learn how a product goes from idea to reality.
This is the era of process videos, where brands leverage meme culture, video storytelling, and high-end product marketing to create a new, more glamorized infomercial for the social media age.
“The fast-paced storytelling is fun to watch and gives us just enough details without boring us,” explained Reilly Newman, Brand Strategist, Founder at Motif Brands, and co-author of Brandy: 101 Sips of Wisdom For Attaining A Successful Brand. “It’s a perfect blend of information and the romanticizing of the information.”
Luxury Critique Goes In-Feed
Social platforms are the perfect vehicle to share process videos: While they help luxury brands reach and authentically connect with fans, regardless of their income levels, they also create a clearer connection to critics who have no qualms about challenging the value of their products.
For instance, in Loewe’s recent TikTok showing the crafting of the new Tomato Clutch, one user snarkily commented: “Thanks for the tutorial [sic] i’ll send this to my chinese guy.” Conversely, another mused, “Subtly telling consumers that their products in fact was not made in china. [sic]” These two comments alone break down the competing views of the modern luxury market and, in turn, why these process videos are so effective and necessary.
Previously, luxury brands have used “behind-the-scenes” (BTS) videos to bring consumers behind the velvet curtain of their brands. Platforms like Instagram and TikTok quickly became creative channels for brands to share the stories behind their campaigns, people, and spaces, something previously unheard of among prestige brands. However, the widespread availability of dupes, especially handbags and jewelry, has pressured luxury brands to utilize visual storytelling to prove and reinforce the value of the product itself.
Consumers want to better understand the distinction between luxury and everything else, and whether investing in a brand name is actually worthwhile.
Let’s put it this way: if reality-star-turned-influencer Bethenny Frankel can dedicate hours of content creation towards educating her followers on the craftsmanship of an Hermes bag, the brand should put equal, if not more, time into doing the same, especially if someone is going to spend $1,000-plus on a handbag. Or, in the case of one recent Hermes post, a $1,400 cashmere stole.
“The brand experience starts far earlier than when a shopper engages with the product,” Newman noted. “These process videos are not only entertaining, but show a behind-the-scenes look that increases the perceived value. This works on many fronts, but it mainly emphasizes the ‘craft’ behind the product.”
Newman explains that this emphasis on craft and quality allows brands to highlight key design details, as well as the designer’s focus on precision and care. “This swiftly deflates the idea of the product being manufactured on a factory floor. The hand of the designer articulating each curve, stitch, and line. Ultimately, that is what we are paying for when purchasing so these process videos show that expertise in motion to be directly associated with the product.”
The Psychology of Process Videos
Process videos tap into how we innately consume and process information, and smart brands leverage this psychology to influence our personal memories, recall, and emotional attachment to products.
The visual cortex, which is located in the brain’s occipital lobe, receives, processes, and integrates visual data about 60,000 times faster than text. Moreover, the Dual Coding Theory indicates that because the brain processes information through verbal and non-verbal channels and video activates both simultaneously, video is more memorable than static content. Our brain’s ability to process and retain video information is far greater and therefore, more emotionally resonant.
The fundamental attributes of process videos also make them mentally and emotionally appealing:
They tap into our innate curiosity and desire to understand how things work. How do brands operate? How are my favorite (or most coveted) products made? Offering an inside look into how an Oscar de la Renta gown is made satiates our curiosity. They can also showcase brands’ commitment to innovation, much like Loewe’s recent video showing how it uses orange peels to create T-shirts.
They validate where our time and money are spent. By showing how products are made, brands can prove their commitment to specific values, something that consumers are increasingly challenging online. Process videos “show us how much [brands] care, pay attention, and even test before allowing their product to go to market,” Newman said. “It expresses their standards and increases our trust in them, as well.”
In the case of luxury, consumers are no longer willing to pay for products for prestige alone; they want to know that their purchase is an investment, even an heirloom. Gucci embraced this reality by sharing how nine artisans used seven pieces of leather and thirteen machines to craft the Gucci Horsebit 1953 loafer, which has an average retail price of $1,050.
“Hand-stitched, beveled, and burnished to perfection—each pair reflects the House’s dedication to timeless craftsmanship and modern elegance,” the video’s description stated.
But this premise doesn’t just apply to high-ticket goods. As consumers more closely scrutinize every dollar spent, they want to be confident that they’re investing in products that will last. Outlander Magazine went to the New Balance Made in the UK factory to film a step-by-step guide on how the brand’s new silhouette, “the Allerdale,” was made. The video not only showcases the design’s quality and craftsmanship, but the brand’s overall commitment to local manufacturing, something New Balance incorporates into its marketing messaging and even into in-store design concepts.
They ease cognitive loading and create a calming effect. Process videos distill very complicated practices into short clips on loop. They tell a linear story that is easy to follow and has a clear reward or outcome—seeing the finished product in all its glory, spiking dopamine. There’s an element of predictability that is easier for our brain to process and is, therefore, mentally and emotionally relaxing.
The visual repetition is typically supported by trending music or sound, which creates a hypnotic effect for viewers. Newman noted that the most effective videos balance great storytelling with creative editing that is fast-paced and provides visual interest. “However, I’ve noted that the highly detailed, ASMR-like sound takes this strategy to the next level, he said. “It creates an experience that is immersive, satisfying, and more effective.”
As Seen on TV
Luxury brands are using social media as a new creative palette for their visual storytelling, but this isn’t the first time commercial institutions have tapped into the power of video to engage and persuade.
The linear storytelling and pacing of process videos are reminiscent of some of the best infomercials of our time. A TV staple starting in the 1980s, infomercials blend information, persuasion, and a hint of entertainment value to engage viewers and motivate action. While they tend to have a memorable personality as a focal point—think of OxyClean’s Billy Mays as an example (RIP)—these segments have many of the same characteristics.
Before-and-after validation: Gucci showing how they go from raw materials to a pair of loafers is reminiscent of how OxyClean showed various before-and-after scenarios to prove the quality of the product.
Repetition: Ron Popeil had a recurring tagline for the Showtime Rotisserie, “Set it, and forget it!” A catchy line, but also a promise of product quality; something luxury brands are trying to convey with their process videos.
Transparency: The Magic Bullet infomercial has become essential viewing for any early riser (or night owl). The show’s hosts walked through several recipes to explain how the kitchen device could serve households from sunrise to sunset…and even during an afterparty. From gathering the ingredients to cooking the final products, the hosts offered a level of transparency that built trust and made it a media fixture for thousands of households.
All of these qualities work together to create a sense of comfort, of coherence, or trust. Much like the 80s, when we were bombarded with the empty marketing promises of brands with splashy logos and cartoon mascots, our current commerce landscape is swarming with brands, all of which have a network of “authentic brand fans” who praise their quality. When AI tools and some good old-fashioned camera work can turn mediocre designs and subpar product features into pure magic, process tools afford us some level of transparency.
Process videos provide “an origin story of where the product is birthed, the details of its process tells us how it’s made, and some even show us who made it,” Newman said. “It fills the subconscious curiosity of how it’s made, while bringing its story to life. There’s a reason why there have been TV shows for decades that have capitalized on the process behind some of our daily products.”
Step by step, we are appeased…even relieved. We feel a sense of calm and solace watching these process videos, second by second, moment by moment, much like the hypnotizing infomercials of yesteryear. Because in the current economic climate, a dollar spent can only get us so far. So it’s nice to know that, at the very least, we’re getting what was initially promised, if even at surface level.
“This tomato is so Loewe I can’t explain it.”
What started as a clever quip in response to a photo of a large, ribbed tomato posted on X quickly became a fashion marketing movement. Creative designer Jonathan Anderson swiftly seized the social media moment by turning that post into a luxe, gilded clutch, including the response: “Loewe meme to reality.”
The clutch’s release was more than a subtle clue that Loewe (and in turn Anderson) had a sense of humor – it indicated the brand has the speed and creative stamina to turn a viral moment into a high-quality and socially coveted product. The brand has since launched a “new crop” of Tomato Clutch bags, using TikTok and Instagram as vehicles to show how Loewe’s craftsmanship is an unspoken requirement, innately embedded into every stitch, clasp, and strap.
This wasn’t the first time the brand has used social media, especially TikTok, to showcase its artistry. Loewe’s social media strategy has sparked a movement of sorts in the luxury industry; other luxury brands are leaning into behind-the-scenes coverage. Customers not only have an inside look at glitzy parties, runway shows, and photo shoots, but now see inside the factory and behind design studio doors to learn how a product goes from idea to reality.
This is the era of process videos, where brands leverage meme culture, video storytelling, and high-end product marketing to create a new, more glamorized infomercial for the social media age.
“The fast-paced storytelling is fun to watch and gives us just enough details without boring us,” explained Reilly Newman, Brand Strategist, Founder at Motif Brands, and co-author of Brandy: 101 Sips of Wisdom For Attaining A Successful Brand. “It’s a perfect blend of information and the romanticizing of the information.”
Luxury Critique Goes In-Feed
Social platforms are the perfect vehicle to share process videos: While they help luxury brands reach and authentically connect with fans, regardless of their income levels, they also create a clearer connection to critics who have no qualms about challenging the value of their products.
For instance, in Loewe’s recent TikTok showing the crafting of the new Tomato Clutch, one user snarkily commented: “Thanks for the tutorial [sic] i’ll send this to my chinese guy.” Conversely, another mused, “Subtly telling consumers that their products in fact was not made in china. [sic]” These two comments alone break down the competing views of the modern luxury market and, in turn, why these process videos are so effective and necessary.
Previously, luxury brands have used “behind-the-scenes” (BTS) videos to bring consumers behind the velvet curtain of their brands. Platforms like Instagram and TikTok quickly became creative channels for brands to share the stories behind their campaigns, people, and spaces, something previously unheard of among prestige brands. However, the widespread availability of dupes, especially handbags and jewelry, has pressured luxury brands to utilize visual storytelling to prove and reinforce the value of the product itself.
Consumers want to better understand the distinction between luxury and everything else, and whether investing in a brand name is actually worthwhile.
Let’s put it this way: if reality-star-turned-influencer Bethenny Frankel can dedicate hours of content creation towards educating her followers on the craftsmanship of an Hermes bag, the brand should put equal, if not more, time into doing the same, especially if someone is going to spend $1,000-plus on a handbag. Or, in the case of one recent Hermes post, a $1,400 cashmere stole.
“The brand experience starts far earlier than when a shopper engages with the product,” Newman noted. “These process videos are not only entertaining, but show a behind-the-scenes look that increases the perceived value. This works on many fronts, but it mainly emphasizes the ‘craft’ behind the product.”
Newman explains that this emphasis on craft and quality allows brands to highlight key design details, as well as the designer’s focus on precision and care. “This swiftly deflates the idea of the product being manufactured on a factory floor. The hand of the designer articulating each curve, stitch, and line. Ultimately, that is what we are paying for when purchasing so these process videos show that expertise in motion to be directly associated with the product.”
The Psychology of Process Videos
Process videos tap into how we innately consume and process information, and smart brands leverage this psychology to influence our personal memories, recall, and emotional attachment to products.
The visual cortex, which is located in the brain’s occipital lobe, receives, processes, and integrates visual data about 60,000 times faster than text. Moreover, the Dual Coding Theory indicates that because the brain processes information through verbal and non-verbal channels and video activates both simultaneously, video is more memorable than static content. Our brain’s ability to process and retain video information is far greater and therefore, more emotionally resonant.
The fundamental attributes of process videos also make them mentally and emotionally appealing:
They tap into our innate curiosity and desire to understand how things work. How do brands operate? How are my favorite (or most coveted) products made? Offering an inside look into how an Oscar de la Renta gown is made satiates our curiosity. They can also showcase brands’ commitment to innovation, much like Loewe’s recent video showing how it uses orange peels to create T-shirts.
They validate where our time and money are spent. By showing how products are made, brands can prove their commitment to specific values, something that consumers are increasingly challenging online. Process videos “show us how much [brands] care, pay attention, and even test before allowing their product to go to market,” Newman said. “It expresses their standards and increases our trust in them, as well.”
In the case of luxury, consumers are no longer willing to pay for products for prestige alone; they want to know that their purchase is an investment, even an heirloom. Gucci embraced this reality by sharing how nine artisans used seven pieces of leather and thirteen machines to craft the Gucci Horsebit 1953 loafer, which has an average retail price of $1,050.
“Hand-stitched, beveled, and burnished to perfection—each pair reflects the House’s dedication to timeless craftsmanship and modern elegance,” the video’s description stated.
But this premise doesn’t just apply to high-ticket goods. As consumers more closely scrutinize every dollar spent, they want to be confident that they’re investing in products that will last. Outlander Magazine went to the New Balance Made in the UK factory to film a step-by-step guide on how the brand’s new silhouette, “the Allerdale,” was made. The video not only showcases the design’s quality and craftsmanship, but the brand’s overall commitment to local manufacturing, something New Balance incorporates into its marketing messaging and even into in-store design concepts.
They ease cognitive loading and create a calming effect. Process videos distill very complicated practices into short clips on loop. They tell a linear story that is easy to follow and has a clear reward or outcome—seeing the finished product in all its glory, spiking dopamine. There’s an element of predictability that is easier for our brain to process and is, therefore, mentally and emotionally relaxing.
The visual repetition is typically supported by trending music or sound, which creates a hypnotic effect for viewers. Newman noted that the most effective videos balance great storytelling with creative editing that is fast-paced and provides visual interest. “However, I’ve noted that the highly detailed, ASMR-like sound takes this strategy to the next level, he said. “It creates an experience that is immersive, satisfying, and more effective.”
As Seen on TV
Luxury brands are using social media as a new creative palette for their visual storytelling, but this isn’t the first time commercial institutions have tapped into the power of video to engage and persuade.
The linear storytelling and pacing of process videos are reminiscent of some of the best infomercials of our time. A TV staple starting in the 1980s, infomercials blend information, persuasion, and a hint of entertainment value to engage viewers and motivate action. While they tend to have a memorable personality as a focal point—think of OxyClean’s Billy Mays as an example (RIP)—these segments have many of the same characteristics.
Before-and-after validation: Gucci showing how they go from raw materials to a pair of loafers is reminiscent of how OxyClean showed various before-and-after scenarios to prove the quality of the product.
Repetition: Ron Popeil had a recurring tagline for the Showtime Rotisserie, “Set it, and forget it!” A catchy line, but also a promise of product quality; something luxury brands are trying to convey with their process videos.
Transparency: The Magic Bullet infomercial has become essential viewing for any early riser (or night owl). The show’s hosts walked through several recipes to explain how the kitchen device could serve households from sunrise to sunset…and even during an afterparty. From gathering the ingredients to cooking the final products, the hosts offered a level of transparency that built trust and made it a media fixture for thousands of households.
All of these qualities work together to create a sense of comfort, of coherence, or trust. Much like the 80s, when we were bombarded with the empty marketing promises of brands with splashy logos and cartoon mascots, our current commerce landscape is swarming with brands, all of which have a network of “authentic brand fans” who praise their quality. When AI tools and some good old-fashioned camera work can turn mediocre designs and subpar product features into pure magic, process tools afford us some level of transparency.
Process videos provide “an origin story of where the product is birthed, the details of its process tells us how it’s made, and some even show us who made it,” Newman said. “It fills the subconscious curiosity of how it’s made, while bringing its story to life. There’s a reason why there have been TV shows for decades that have capitalized on the process behind some of our daily products.”
Step by step, we are appeased…even relieved. We feel a sense of calm and solace watching these process videos, second by second, moment by moment, much like the hypnotizing infomercials of yesteryear. Because in the current economic climate, a dollar spent can only get us so far. So it’s nice to know that, at the very least, we’re getting what was initially promised, if even at surface level.
“This tomato is so Loewe I can’t explain it.”
What started as a clever quip in response to a photo of a large, ribbed tomato posted on X quickly became a fashion marketing movement. Creative designer Jonathan Anderson swiftly seized the social media moment by turning that post into a luxe, gilded clutch, including the response: “Loewe meme to reality.”
The clutch’s release was more than a subtle clue that Loewe (and in turn Anderson) had a sense of humor – it indicated the brand has the speed and creative stamina to turn a viral moment into a high-quality and socially coveted product. The brand has since launched a “new crop” of Tomato Clutch bags, using TikTok and Instagram as vehicles to show how Loewe’s craftsmanship is an unspoken requirement, innately embedded into every stitch, clasp, and strap.
This wasn’t the first time the brand has used social media, especially TikTok, to showcase its artistry. Loewe’s social media strategy has sparked a movement of sorts in the luxury industry; other luxury brands are leaning into behind-the-scenes coverage. Customers not only have an inside look at glitzy parties, runway shows, and photo shoots, but now see inside the factory and behind design studio doors to learn how a product goes from idea to reality.
This is the era of process videos, where brands leverage meme culture, video storytelling, and high-end product marketing to create a new, more glamorized infomercial for the social media age.
“The fast-paced storytelling is fun to watch and gives us just enough details without boring us,” explained Reilly Newman, Brand Strategist, Founder at Motif Brands, and co-author of Brandy: 101 Sips of Wisdom For Attaining A Successful Brand. “It’s a perfect blend of information and the romanticizing of the information.”
Luxury Critique Goes In-Feed
Social platforms are the perfect vehicle to share process videos: While they help luxury brands reach and authentically connect with fans, regardless of their income levels, they also create a clearer connection to critics who have no qualms about challenging the value of their products.
For instance, in Loewe’s recent TikTok showing the crafting of the new Tomato Clutch, one user snarkily commented: “Thanks for the tutorial [sic] i’ll send this to my chinese guy.” Conversely, another mused, “Subtly telling consumers that their products in fact was not made in china. [sic]” These two comments alone break down the competing views of the modern luxury market and, in turn, why these process videos are so effective and necessary.
Previously, luxury brands have used “behind-the-scenes” (BTS) videos to bring consumers behind the velvet curtain of their brands. Platforms like Instagram and TikTok quickly became creative channels for brands to share the stories behind their campaigns, people, and spaces, something previously unheard of among prestige brands. However, the widespread availability of dupes, especially handbags and jewelry, has pressured luxury brands to utilize visual storytelling to prove and reinforce the value of the product itself.
Consumers want to better understand the distinction between luxury and everything else, and whether investing in a brand name is actually worthwhile.
Let’s put it this way: if reality-star-turned-influencer Bethenny Frankel can dedicate hours of content creation towards educating her followers on the craftsmanship of an Hermes bag, the brand should put equal, if not more, time into doing the same, especially if someone is going to spend $1,000-plus on a handbag. Or, in the case of one recent Hermes post, a $1,400 cashmere stole.
“The brand experience starts far earlier than when a shopper engages with the product,” Newman noted. “These process videos are not only entertaining, but show a behind-the-scenes look that increases the perceived value. This works on many fronts, but it mainly emphasizes the ‘craft’ behind the product.”
Newman explains that this emphasis on craft and quality allows brands to highlight key design details, as well as the designer’s focus on precision and care. “This swiftly deflates the idea of the product being manufactured on a factory floor. The hand of the designer articulating each curve, stitch, and line. Ultimately, that is what we are paying for when purchasing so these process videos show that expertise in motion to be directly associated with the product.”
The Psychology of Process Videos
Process videos tap into how we innately consume and process information, and smart brands leverage this psychology to influence our personal memories, recall, and emotional attachment to products.
The visual cortex, which is located in the brain’s occipital lobe, receives, processes, and integrates visual data about 60,000 times faster than text. Moreover, the Dual Coding Theory indicates that because the brain processes information through verbal and non-verbal channels and video activates both simultaneously, video is more memorable than static content. Our brain’s ability to process and retain video information is far greater and therefore, more emotionally resonant.
The fundamental attributes of process videos also make them mentally and emotionally appealing:
They tap into our innate curiosity and desire to understand how things work. How do brands operate? How are my favorite (or most coveted) products made? Offering an inside look into how an Oscar de la Renta gown is made satiates our curiosity. They can also showcase brands’ commitment to innovation, much like Loewe’s recent video showing how it uses orange peels to create T-shirts.
They validate where our time and money are spent. By showing how products are made, brands can prove their commitment to specific values, something that consumers are increasingly challenging online. Process videos “show us how much [brands] care, pay attention, and even test before allowing their product to go to market,” Newman said. “It expresses their standards and increases our trust in them, as well.”
In the case of luxury, consumers are no longer willing to pay for products for prestige alone; they want to know that their purchase is an investment, even an heirloom. Gucci embraced this reality by sharing how nine artisans used seven pieces of leather and thirteen machines to craft the Gucci Horsebit 1953 loafer, which has an average retail price of $1,050.
“Hand-stitched, beveled, and burnished to perfection—each pair reflects the House’s dedication to timeless craftsmanship and modern elegance,” the video’s description stated.
But this premise doesn’t just apply to high-ticket goods. As consumers more closely scrutinize every dollar spent, they want to be confident that they’re investing in products that will last. Outlander Magazine went to the New Balance Made in the UK factory to film a step-by-step guide on how the brand’s new silhouette, “the Allerdale,” was made. The video not only showcases the design’s quality and craftsmanship, but the brand’s overall commitment to local manufacturing, something New Balance incorporates into its marketing messaging and even into in-store design concepts.
They ease cognitive loading and create a calming effect. Process videos distill very complicated practices into short clips on loop. They tell a linear story that is easy to follow and has a clear reward or outcome—seeing the finished product in all its glory, spiking dopamine. There’s an element of predictability that is easier for our brain to process and is, therefore, mentally and emotionally relaxing.
The visual repetition is typically supported by trending music or sound, which creates a hypnotic effect for viewers. Newman noted that the most effective videos balance great storytelling with creative editing that is fast-paced and provides visual interest. “However, I’ve noted that the highly detailed, ASMR-like sound takes this strategy to the next level, he said. “It creates an experience that is immersive, satisfying, and more effective.”
As Seen on TV
Luxury brands are using social media as a new creative palette for their visual storytelling, but this isn’t the first time commercial institutions have tapped into the power of video to engage and persuade.
The linear storytelling and pacing of process videos are reminiscent of some of the best infomercials of our time. A TV staple starting in the 1980s, infomercials blend information, persuasion, and a hint of entertainment value to engage viewers and motivate action. While they tend to have a memorable personality as a focal point—think of OxyClean’s Billy Mays as an example (RIP)—these segments have many of the same characteristics.
Before-and-after validation: Gucci showing how they go from raw materials to a pair of loafers is reminiscent of how OxyClean showed various before-and-after scenarios to prove the quality of the product.
Repetition: Ron Popeil had a recurring tagline for the Showtime Rotisserie, “Set it, and forget it!” A catchy line, but also a promise of product quality; something luxury brands are trying to convey with their process videos.
Transparency: The Magic Bullet infomercial has become essential viewing for any early riser (or night owl). The show’s hosts walked through several recipes to explain how the kitchen device could serve households from sunrise to sunset…and even during an afterparty. From gathering the ingredients to cooking the final products, the hosts offered a level of transparency that built trust and made it a media fixture for thousands of households.
All of these qualities work together to create a sense of comfort, of coherence, or trust. Much like the 80s, when we were bombarded with the empty marketing promises of brands with splashy logos and cartoon mascots, our current commerce landscape is swarming with brands, all of which have a network of “authentic brand fans” who praise their quality. When AI tools and some good old-fashioned camera work can turn mediocre designs and subpar product features into pure magic, process tools afford us some level of transparency.
Process videos provide “an origin story of where the product is birthed, the details of its process tells us how it’s made, and some even show us who made it,” Newman said. “It fills the subconscious curiosity of how it’s made, while bringing its story to life. There’s a reason why there have been TV shows for decades that have capitalized on the process behind some of our daily products.”
Step by step, we are appeased…even relieved. We feel a sense of calm and solace watching these process videos, second by second, moment by moment, much like the hypnotizing infomercials of yesteryear. Because in the current economic climate, a dollar spent can only get us so far. So it’s nice to know that, at the very least, we’re getting what was initially promised, if even at surface level.
“This tomato is so Loewe I can’t explain it.”
What started as a clever quip in response to a photo of a large, ribbed tomato posted on X quickly became a fashion marketing movement. Creative designer Jonathan Anderson swiftly seized the social media moment by turning that post into a luxe, gilded clutch, including the response: “Loewe meme to reality.”
The clutch’s release was more than a subtle clue that Loewe (and in turn Anderson) had a sense of humor – it indicated the brand has the speed and creative stamina to turn a viral moment into a high-quality and socially coveted product. The brand has since launched a “new crop” of Tomato Clutch bags, using TikTok and Instagram as vehicles to show how Loewe’s craftsmanship is an unspoken requirement, innately embedded into every stitch, clasp, and strap.
This wasn’t the first time the brand has used social media, especially TikTok, to showcase its artistry. Loewe’s social media strategy has sparked a movement of sorts in the luxury industry; other luxury brands are leaning into behind-the-scenes coverage. Customers not only have an inside look at glitzy parties, runway shows, and photo shoots, but now see inside the factory and behind design studio doors to learn how a product goes from idea to reality.
This is the era of process videos, where brands leverage meme culture, video storytelling, and high-end product marketing to create a new, more glamorized infomercial for the social media age.
“The fast-paced storytelling is fun to watch and gives us just enough details without boring us,” explained Reilly Newman, Brand Strategist, Founder at Motif Brands, and co-author of Brandy: 101 Sips of Wisdom For Attaining A Successful Brand. “It’s a perfect blend of information and the romanticizing of the information.”
Luxury Critique Goes In-Feed
Social platforms are the perfect vehicle to share process videos: While they help luxury brands reach and authentically connect with fans, regardless of their income levels, they also create a clearer connection to critics who have no qualms about challenging the value of their products.
For instance, in Loewe’s recent TikTok showing the crafting of the new Tomato Clutch, one user snarkily commented: “Thanks for the tutorial [sic] i’ll send this to my chinese guy.” Conversely, another mused, “Subtly telling consumers that their products in fact was not made in china. [sic]” These two comments alone break down the competing views of the modern luxury market and, in turn, why these process videos are so effective and necessary.
Previously, luxury brands have used “behind-the-scenes” (BTS) videos to bring consumers behind the velvet curtain of their brands. Platforms like Instagram and TikTok quickly became creative channels for brands to share the stories behind their campaigns, people, and spaces, something previously unheard of among prestige brands. However, the widespread availability of dupes, especially handbags and jewelry, has pressured luxury brands to utilize visual storytelling to prove and reinforce the value of the product itself.
Consumers want to better understand the distinction between luxury and everything else, and whether investing in a brand name is actually worthwhile.
Let’s put it this way: if reality-star-turned-influencer Bethenny Frankel can dedicate hours of content creation towards educating her followers on the craftsmanship of an Hermes bag, the brand should put equal, if not more, time into doing the same, especially if someone is going to spend $1,000-plus on a handbag. Or, in the case of one recent Hermes post, a $1,400 cashmere stole.
“The brand experience starts far earlier than when a shopper engages with the product,” Newman noted. “These process videos are not only entertaining, but show a behind-the-scenes look that increases the perceived value. This works on many fronts, but it mainly emphasizes the ‘craft’ behind the product.”
Newman explains that this emphasis on craft and quality allows brands to highlight key design details, as well as the designer’s focus on precision and care. “This swiftly deflates the idea of the product being manufactured on a factory floor. The hand of the designer articulating each curve, stitch, and line. Ultimately, that is what we are paying for when purchasing so these process videos show that expertise in motion to be directly associated with the product.”
The Psychology of Process Videos
Process videos tap into how we innately consume and process information, and smart brands leverage this psychology to influence our personal memories, recall, and emotional attachment to products.
The visual cortex, which is located in the brain’s occipital lobe, receives, processes, and integrates visual data about 60,000 times faster than text. Moreover, the Dual Coding Theory indicates that because the brain processes information through verbal and non-verbal channels and video activates both simultaneously, video is more memorable than static content. Our brain’s ability to process and retain video information is far greater and therefore, more emotionally resonant.
The fundamental attributes of process videos also make them mentally and emotionally appealing:
They tap into our innate curiosity and desire to understand how things work. How do brands operate? How are my favorite (or most coveted) products made? Offering an inside look into how an Oscar de la Renta gown is made satiates our curiosity. They can also showcase brands’ commitment to innovation, much like Loewe’s recent video showing how it uses orange peels to create T-shirts.
They validate where our time and money are spent. By showing how products are made, brands can prove their commitment to specific values, something that consumers are increasingly challenging online. Process videos “show us how much [brands] care, pay attention, and even test before allowing their product to go to market,” Newman said. “It expresses their standards and increases our trust in them, as well.”
In the case of luxury, consumers are no longer willing to pay for products for prestige alone; they want to know that their purchase is an investment, even an heirloom. Gucci embraced this reality by sharing how nine artisans used seven pieces of leather and thirteen machines to craft the Gucci Horsebit 1953 loafer, which has an average retail price of $1,050.
“Hand-stitched, beveled, and burnished to perfection—each pair reflects the House’s dedication to timeless craftsmanship and modern elegance,” the video’s description stated.
But this premise doesn’t just apply to high-ticket goods. As consumers more closely scrutinize every dollar spent, they want to be confident that they’re investing in products that will last. Outlander Magazine went to the New Balance Made in the UK factory to film a step-by-step guide on how the brand’s new silhouette, “the Allerdale,” was made. The video not only showcases the design’s quality and craftsmanship, but the brand’s overall commitment to local manufacturing, something New Balance incorporates into its marketing messaging and even into in-store design concepts.
They ease cognitive loading and create a calming effect. Process videos distill very complicated practices into short clips on loop. They tell a linear story that is easy to follow and has a clear reward or outcome—seeing the finished product in all its glory, spiking dopamine. There’s an element of predictability that is easier for our brain to process and is, therefore, mentally and emotionally relaxing.
The visual repetition is typically supported by trending music or sound, which creates a hypnotic effect for viewers. Newman noted that the most effective videos balance great storytelling with creative editing that is fast-paced and provides visual interest. “However, I’ve noted that the highly detailed, ASMR-like sound takes this strategy to the next level, he said. “It creates an experience that is immersive, satisfying, and more effective.”
As Seen on TV
Luxury brands are using social media as a new creative palette for their visual storytelling, but this isn’t the first time commercial institutions have tapped into the power of video to engage and persuade.
The linear storytelling and pacing of process videos are reminiscent of some of the best infomercials of our time. A TV staple starting in the 1980s, infomercials blend information, persuasion, and a hint of entertainment value to engage viewers and motivate action. While they tend to have a memorable personality as a focal point—think of OxyClean’s Billy Mays as an example (RIP)—these segments have many of the same characteristics.
Before-and-after validation: Gucci showing how they go from raw materials to a pair of loafers is reminiscent of how OxyClean showed various before-and-after scenarios to prove the quality of the product.
Repetition: Ron Popeil had a recurring tagline for the Showtime Rotisserie, “Set it, and forget it!” A catchy line, but also a promise of product quality; something luxury brands are trying to convey with their process videos.
Transparency: The Magic Bullet infomercial has become essential viewing for any early riser (or night owl). The show’s hosts walked through several recipes to explain how the kitchen device could serve households from sunrise to sunset…and even during an afterparty. From gathering the ingredients to cooking the final products, the hosts offered a level of transparency that built trust and made it a media fixture for thousands of households.
All of these qualities work together to create a sense of comfort, of coherence, or trust. Much like the 80s, when we were bombarded with the empty marketing promises of brands with splashy logos and cartoon mascots, our current commerce landscape is swarming with brands, all of which have a network of “authentic brand fans” who praise their quality. When AI tools and some good old-fashioned camera work can turn mediocre designs and subpar product features into pure magic, process tools afford us some level of transparency.
Process videos provide “an origin story of where the product is birthed, the details of its process tells us how it’s made, and some even show us who made it,” Newman said. “It fills the subconscious curiosity of how it’s made, while bringing its story to life. There’s a reason why there have been TV shows for decades that have capitalized on the process behind some of our daily products.”
Step by step, we are appeased…even relieved. We feel a sense of calm and solace watching these process videos, second by second, moment by moment, much like the hypnotizing infomercials of yesteryear. Because in the current economic climate, a dollar spent can only get us so far. So it’s nice to know that, at the very least, we’re getting what was initially promised, if even at surface level.
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