Recently, while seeking some inspiration, I browsed through a lot of the luxury fashion brands’ fanpages. I looked for the facebook applications, which would have widened my horizons regarding those. What I found, surprised me a lot. It appears that the majority of the facebook profiles, at least the ones I browsed, doesn’t have not only a variety, but any games, quizzes or similar entertaining application. Why?
1. Luxury trade
Even though the Internet democratizes fashion more and more, is still not fully available for a regular customer and all the same remains quite royal. One can ask – why would brands like Versace or Chanel need to engage a mass customer? They are not directed towards them after all. Not for love or money such brands would like to and they do not have to draw fans or engage them and entertain in a traditional social media way. While making applications for tablets or mobiles, luxury brands aim to just be present and available for their customers, allow them to identify with the brand.
They also want to be associated with modernity and they manage that with different means (see Burberry, Maison Margiela, Chanel or Dior). However they don’t want all world’s fashionistas to be a part of their luxuriant, magical ring. New media are used by the luxury brands just, and only just, to maintain in consciousness of the regular and e-customers, engage them is a subtle and often purposeful method, moreover straightly directed in a targeted way. But for sure they are not used to senselessly entertaining millions of ‘likes’.
2. Not this target – after all
Mature and serious women 25+ are usually the contemporary consumers of the luxury brands. They do not have time nor will for silly games. Often those women work, and are busy managing their careers, family and lifestyle. People hidden under the brands’ ‘likes’ are most often not their real customers.
What’s interesting, to win the hearts of the future customers, the luxury brands like to co-operate with different magazines, such as Teen Vogue, from time to time. Their strategy changes there a little bit. I am 200% sure, that they perfectly know that that’s where their regular customers’ base is set.
3. Evolution of social media – a little bit more mature approach
Just a few years ago there were a lot more new social media applications popping up. Most of them, which I found, were produced in 2009/2010. Nowadays, both marketing and fashion brands seem somewhat more mature and approach social media with carefulness.
Amazing campaigns are set up, which engage people brilliantly, acquire huge might of branding and selling interaction, and at the same time are put into practice in a wiser way and more traditional method. Summing up – their creators regain the control over what they do and how they do it.
Fashion marketing in 2013
To summarize, the luxury brands are very specific and even though they try to implement novelty from IT and marketing into their campaigns – they still remain quite conservative. What I can predict for 2013 from all those information – other industries will draw from this approach.
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