In September French Connection launched its YouTique online store on YouTube, becoming the first UK brand to do so. The French Connection ‘channel’ features a series of videos hosted by stylist Louise Roe.

In September French Connection launched its YouTique online store on YouTube, becoming the first UK brand to do so. The French Connection ‘channel’ features a series of videos hosted by stylist Louise Roe. She offers fashion advice on key trends and offers outfit inspiration for a range of scenarios. The videos provide valuable editorial content as well as being a great showcase for the current collection.

French Connection is the first brand in Europe to use the new YouTube video annotations feature. Video annotations allow

areas of the video to be linked to an external site, a tool French Connection has used to link the individual garments the stylist chooses to the corresponding page in its store.

The channel has been live since September 21 and has had more than 434,000 views since it launched. The most popular video has been ‘What to wear to a winter wedding’, which has had more than 8,000 hits.