Can Brands Reinvent New Forms of Social Media?

 

In a previous article, we covered how some high end fashion and luxury brands are quitting social media.

For instance, earlier on this year, Bottega Veneta left all social media, as they were judged too “mainstream” and incapable of expressing the true essence of the luxury brand.

At the same time, most brands were embracing a more aggressive social media strategy, doubling down on their TikTok and Clubhouse efforts.

 

However, it is comforting to know that the brand was not leaving the digital realm for good: Bottega has been implementing a strategy to differentiate itself in the social media environment, and has recently launched its own media platform: a digital journal featuring articles, music and a series of lively video stories, that are meant to replicate a brand book in the digital world.

 

The success of this differentiation strategy still needs to be seen, as Bottega Veneta will have to rely on its own client data base (client lists, influencers, collaborators, and fans) to spread the word of its digital title. Will this strategy achieve an impact comparable to social media presence?

 

https://www.businessoffashion.com/news/marketing-pr/bottega-veneta-launches-online-magazine

https://www.issuedbybottega.com/#page-2