Luxury Brands Take Hold of Social Media
While there are many brands that are still a bit nervous to embrace social platforms because they don’t fully understand how it could possibly “fit” their voice, luxury brands have embraced them and moved ahead with full steam. Burberry, Michael Kors, Hermes, Land Rover and Moet are just a few that not only understand the advantage of a social presence, but are setting the bar for how social platforms can be customized.
Land Rover’s Tumblr shows the brand through the eyes of 5 photographers. Burberry, who’s London Fashion Show has become one of the most anticipated shows each season, tweets .GIFs of runway looks immediately after walking off the runway. Oscar de la Renta creates product soley to offer through Facebook to their loyal followers. And Dolce & Gabbanna have relaunched their YouTube page to emulate a blog, with direct access to their eComm site.
Years ago, this type of exposure and over-availability of luxury brands was considered faux pas. So, why now? You can give credit to the mainstream bloggers for opening the gap between real people and luxury, but there has always been a demographic of men and women that may not be a brand’s affluent customer, but has been a loyal follower with aspiration of one day owning a part of their favorite label.
“Shoppers between 18-29-years-old are the fastest-growing market of luxury items, so it is extremely important to engage with them where they are spending most of their time,” said Dalia Strum, president of Dalia Inc., New York.[1]
On a personal level, I think what these brands are doing is long overdue. My first Louis Vuitton purchase was at 18 and I have aspirationally followed most of the global collectionhttp://www.attentionusa.com/wp-admin/post.php?post=5224&action=edits season after season since 16, saving my favorite images with hopes of one day owning a piece of them. Am I their target demo? Not even close. But I CAN tell you that being able to have a conversation with these brands online has created a more ‘real’ and personal relationship which will make it an easier decision when it comes to purchase. Not that I really needed that extra push…
[1] Luxury Daily http://www.luxurydaily.com/the-difference-between-old-and-young-luxury-brands-on-social-media/
