Should your clothes come with instructions?  American Apparel thinks so.

American Apparel has launched its new “Le Sac Dress” with the pitch that you can wear it twelve different ways.  So they’re using a series of product videos to demonstrate how to wear “Le Sac”.  Interestingly, they’re also posting their fashion apparel videos to YouTube to promote the line.

It’s a great concept, and very helpful to consumers.  And American Apparel is smart to use this video content as a promotional tool.  There’s room for improvement (faster pacing on the videos, better playlist indexing, larger or zoomable video, improved seek within videos, etc) but clearly even this basic step is enormously helpful to the new product line.

Filed under: YouTube, ecommerce, effective online video, online advertising, product demo, product video, video