Luxury brands tap into social media to reach Chinese customer. Luxury brands have hit some bumps on the road to expanding their sales in China, so many are coming up with new ways to reach their customers, especially younger ones, by opening up more social media accounts.
The flexibility of digital content has opened up the possibilities of ongoing editing. Radiohead wiped out its entire online presence only to debut a new single a couple of days later.
DKNY erased both its Instagram and Twitter history as the fashion house headed into a new creative direction. In the wake of Hedi Slimane’s departure, Yves Saint Laurent deleted all posts from its Instagram account save for one photo of incoming creative director Anthony Vaccarello. Because the flexibility of digital content allows for ongoing editing, brands of all stripes – spanning from musicians to fashion labels – are increasingly using their online presences to reflect big changes and reinvention by wiping the slate clean. It’s not surprising, though, considering that tech savvy customers are becoming more reliant on a company’s website and social media channels as credible sources of information.
But are there potential pitfalls for making such a drastic move, or does it actually work when ushering in a new era for a brand? Dolce & Gabbana was the first brand to live stream their shows via FashionTV shortly followed by Roberto Cavalli. Placing Sustainability at the Heart of Kering. PARIS, France — Sustainability is embedded in the very concept of luxury.
A cornerstone of luxury is the long-lasting endurance of an item. And if one of the key roles of our industry is to beautify the world, we have no greater responsibility than to do so ethically and sustainably. We may have short-term goals, like setting trends or designing new products. But what of our long-term goals? It is essential that we place sustainability at the core of what we do and hold ourselves accountable. In recognition of this, over the last decade, sustainability has become increasingly integrated into businesses across many industries. But let’s be honest. The next step is to set smart targets that can help you measure your progress and then designing the solutions and actions to meet these targets. (L) Stella McCartney (R) Gucci handbag | Source: Courtesy. Fashion Brands, Social Media and Real Time Live Streaming «FMM.
Alexander McQueen A few announcements in the past couple of weeks have made me ponder the place that real-time social media plays in fashion events.
During Toronto Fashion Week, all social media was forbidden during events and shows; organizers blamed weak ticket sales for this shortsighted decision. The media (traditional and “new”) and readers agreed that wasn’t the way to go and some critics even went as far as to say it set the industry back several years. As we discussed in “Fashionably Late to the Party“, it’s only to a brand’s, retailer’s or event’s advantage to leverage the power and the speed with which information is spread across social networks. How Premium Fashion Brands Are Maximizing Their Social Media ROI. Social media and digital technology have forever changed the retail industry.
In 2011, brands and retailers have reached a tipping point, digital innovations have decentralized commerce, and real-time consumer demand for designer merchandise has forever changed retail production cycles. Many fashion brands, mocked for their inability to move with the web because of a fear of accessibility, are no longer fighting the flow. Swide Magazine - The Dolce & Gabbana Luxury Magazine Online. China Slowdown Reveals Luxury’s Online Shortcomings, Study Says. BEIJING, China — Last month’s yuan devaluation dealt a blow to luxury-goods makers, and those that fail to become more Web- savvy risk further damage to their business, according to a report published Thursday.
From e-mails to e-commerce, expensive brands generally fall short of customer expectations online, said Isabelle Harvie- Watt, head of Luxhub, the fashion unit of advertising company Havas SA that produced the report on how the wealthy shop. With the Web playing a part in more than 40 percent of purchases, deficiencies there equate to missed sales, she said. Before China devalued the yuan on Aug. 11, that didn’t really matter. Double-digit growth in the country swelled revenue at companies from LVMH Moet Hennessy Louis Vuitton SE to Gucci-owner Kering SA.
As luxury sales fall in China and the currency adjustment sparks concern that the world’s second- largest economy may be in worse shape than previously thought, “it’s crunch time” for luxury brands online, said Harvie-Watt. BBC Three - Secrets of the Superbrands (Fashion)