Social media developments allow luxury brands to connect with their customers by streaming runways and creating virtual magazines, as oppose to buying a physical copy - which is becoming less common due to technological advances.
Therefore high street brands begin to follow, such as Topshop who have now began to stream their runways on their website during fashion weeks. Also ASOS who have created their own magazine to promote their products.
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. CCTV’s Hu Xiaocen reports. Luxury brands tap into social media to reach Chinese customer 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. CCTV’s Hu Xiaocen reports. If you haven’t noticed, an increasing number of luxury brands are showing up somewhere new these days, especially with accounts on new media.
Zhu said the way luxury brands are marketing has changed in recent years. Some of the brands even include an online shop in their social media accounts. “I value the quality and service of luxury brands so if I want to buy something, I will go to offline stores. 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 | Opinion, #BoF500, Essay | BoF. 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. Given the current state of our planet — with diminishing resources, a growing population, loss of biodiversity and of course, climate change — it would be a grave mistake to bury our collective heads in the sand. In recognition of this, over the last decade, sustainability has become increasingly integrated into businesses across many industries. But let’s be honest. (L) Stella McCartney (R) Gucci handbag | Source: Courtesy Let’s focus on three of our unique characteristics that we can leverage. 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. Alexander McQueen made a bold decision during NYFW S/S 2010 to live stream his show straight from the runways. 1. 2. 3. 4.
Twitter: Alexander McQueen Consumer Trends So what actually happened when McQueen streamed his show on Tuesday? How McQueen could have made the experience even better: 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. Through their embrace of social media and social commerce, fashion brands are now innovating and profiting from their online marketing strategies.
Luxury and premium brands are starting to lead the way for all retailers looking to connect with their customers and build online revenue channels. Fashion Brands and Social Commerce Online shopping is becoming a socially connected event. During the past year, the luxury market experienced a digital tipping point, with many brands rolling out new e-commerce sites, social media campaigns and mobile applications. Swide Magazine - The Dolce & Gabbana Luxury Magazine Online. China Slowdown Reveals Luxury’s Online Shortcomings, Study Says | News & Analysis. 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)