Luxury fashion brands sashayed their way to substantially more YouTube views in 2014. But they still have a lot of runway ahead for growth on the social media platform.
According to a new report by think tank L2, conducted in partnership with YouTube ad buying platform Pixability, fashion brands increased views on the video site by 204 percent as of October, as compared to the prior year's total. The 90 brands examined also boosted their subscriber base by 87 percent, with Chanel, Dior and Burberry leading the way.
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Despite this improvement, the report noted fashion brands "consistently fail to optimize their YouTube presence," in part because the majority of their content fails to appear in the top slot of search results for their respective brands.
While luxury retailers have a presence on YouTube and other platforms, it can be challenging to determine how much of that currency is converted to sales.