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Help. Cool stuff. Luxury Brands, Social Networks and Building Communities «FMM. Luxury Brands and their adoption of social media is the topic du jour. The conversations are noisy, speculative and highly theoretical. Every self-proclaimed social media expert seems to have the answer, but their strategies have massive disconnects. Why? Because they’re not working in luxury. Thankfully, as the fashion industry adopts new methods of marketing online, seasoned luxury marketers are speaking out and becoming voices of reason. At the heart of luxury branding conversations are questions related to community.
No, not if implemented correctly. The words Exclusivity and Luxury have always been synonymous. A great example of a luxury brand building and developing its own community is Burberry. Burberry, in launching ArtOfTheTrench, wants to create an experience outside the environment of mass market social communities. “If Art of the Trench focuses on pictures of customers in Burberry coats, one might then ask, “What’s the sustaining attraction?” Articles Referenced: Fashion Marketing. Building a Solid Foundation for Luxury Online - Fashion and Desi. 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.
The fear of relinquishing control of the brand message is what continues to fuel rejection of social mediums. 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 How McQueen could have made the experience even better: Luxury Lab The Art and Science of Luxury. Fashion in France.