Fashion & Digital Marketing Strategy
Last week, I’ve spotted more rangy silhouettes and outstanding outfits in the capital… Fashion Week was back in Paris Mesdames et Messieurs!
The capital of Love became for 10 days the Capital of Fashion with not less than 95 shows.
Etam, first brand live broadcasting its show online, has opened this fashion week with a live 3D show relayed in 20 French theatres. Indeed, luxury brands take over the entertainment industry to gather a wider audience with a preference for the Internet.
In the past, this kind of brands were dedicated to limited elite. Remember a few years ago, only a certain amount of personalities (fashion editors, celebrities) could attend fashion shows. Luxury brands considered the Internet as a threat, as it favored mass commerce which could damage their branding.
Though, we’ve noticed a strategic change, as luxury makes an appearance on the web and particularly on social networks. Digital strategy is now an inseparable part of the marketing strategy.
Last year, Yves Saint Laurent promoted on Facebook an eye shadow palette in the colors of the most famous social network. The makeup item, named “Devoted to fans”, was only for their Facebook community. Meanwhile, Burberry has posted backstage pictures on Instagram (690.000 followers), and Dior just launched its Tumblr with exclusive contents.
For that matter, last September, Amy Cole (Instagram’s VP) declared during the Flow (social media event for fashion and luxury goods) that luxury brands use the platform to tease their followers during the fashion weeks. “Zac Posen, Marc Jacobs, and Burberry are very active.“.
No social network is spared in the digital strategy. Let’s take for instance, Calvin Klein, which used Vine to create and share a six-second video on Twitter to support its first Super Bowl ad. The video of this, well, I have to admit, charming athletic man exercising in a remarkable boxer shorts became viral on the Internet.
We have to expect more campaigns supported with activities on the new video-sharing app. The question is: How the audience will react facing this new aspect of marketing? For my part, as long as Calvin Klein uses Vine that way, I am completely fine with this initiative!
Luxury houses need to interact with their clients and attract the rest with sparkling digital ideas. However, social networks are challenging since mishandling it can ruin a branding within 140 characters, millions of sharings or 6 seconds. The balance has to be found between buzz, communication and the build of a beyond reproach digital identity.