Credit to: Harper's Bazaar
Earlier this month, Bottega Veneta, one of the most coveted Italian luxury brands, ceased to - socially - exist as it decided to delete its Facebook, Instagram, and Twitter accounts.
While the company has not clarified the reasons behind their unprecedent action, a fashion institution like Vogue has judged it "refreshing", while others have considered it a complete folly.
Bottega's drastic decision signals a feeling of broader dissatisfaction and frustration by some traditional brands with social media. The relationship between luxury brands and social media has not always been smooth, and some have lamented limitations in the platforms' ability to talk to their customers in a tasteful, elevated manner, especially when it comes to retargeting and influencer collaborations. In addition, some brands are revolting against the increasing costs of social advertising, and against the increasing challenges in appearing in their customers' newsfeeds in an organic manner.
Nevertheless, social media are ubiquitous, and have become even more essential in the global pandemic. As most consumers remained confined in their homes, the shift of eyeballs from offline to online has increased even further. Thus, advertising money followed. For many brands, social media became the only option of connecting with their customers in a meaningful manner, and there are good reasons to believe that this shift is there to stay. It is therefore imperative that luxury brands pursue strategies to remain relevant in the social age, and find creative ways to connect with their clients in a way that resonates with their brand image.
Reference:
https://www.businessoffashion.com/articles/marketing-pr/should-fashion-break-up-with-big-tech
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