Month: April 2014

The use of social media in luxury brands

Social media now is an indispensable part of people’s life. Nearly every brand has stepped into social media for marketing and public relations. It is not uncommon to find that luxury brands also take a great use of social media to reach their targeted audience. It doesn’t mean that people will spend hundreds of dollars to buy a designed product only because they read something from its Facebook page. It means luxury brands are getting involved in people’s conversations through social media. The next question is which one is best for luxury brands, considering numerous social media platforms, like Facebook, Twitter, Instagram, Tumblr, Pinterest, Flickr, Foursquare, Weibo…

Luxury-Brands-Social-Media-Strategy

Sarah Mahoney argues that Instagram is the best place for luxury brands because it has the highest engagement from the audience. In her report, she says that a survey of 249 luxury brands finds that 93% are currently on Instagram, up from 63% in July of last year. And while it is just one-tenth the size of Facebook (which acquired it back in 2012), it has 15 times the level of user engagement that Facebook does. And Pinterest, about a third of Instagram’s size, has only about a third of the level of engagement that Instagram users do.

 

Then what do these brands do on Instagram and other social media? Giving discounts? Offering give-aways? There are a lot more things that could be done. According to Dioni L. Wise, researchers from the University of Buffalo’s Department of Communications describe the three main functions of using social media for nonprofits as (1) information, (2) community and (3) action. The same goes for luxury brands.

 

Michael Kors has more than 2m followers on Instagram. It constantly post information about the products, the brand and matching advices. These posts not only build a good relationship between the brand and audience, but also are useful in encouraging people to purchase its products. The average number of likes for each post is 50k. That means more than 50k people know about what MK promotes and MK pays nothing for it!

 

Social media is an excellent PR method for luxury brands! Share with me your thoughts about it in your comments!

 

 

 

 

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Five minutes to know Burberry

BBurberryurberry is a word that you cannot avoid if you want to talk about English luxury brands. It is one of the most famous, popular and historical luxury brands in the world, with outwear as its core. Talking about this 156 years old brand, some words automatically show up in my mind: elegant, noble and classic.

Burberry ScarfThe most popular products in this brand are its wool scarves and trench coats. They are in dominant place in their respective market. There even is a website designed for trench coats owners to share pictures of how they style in different trench coats: Art of the Trench. It’s like a narrowed social websites only for trench coats owners.

Although Burberry is one of the oldest luxury brands in fashion industry, it is really dynamic in using social media to attract young people’s attention. It has account in almost every major online social platform, and those accounts are all well maintained. A info graphic can show what a nice job Burberry has done on different platforms

Burberry has lots of innovation on its digital engagement. The S/S13 main campaign brought lots of awareness through social and traditional media. The video of S/S13 launched by Burberry have got more than 1.7 million views on YouTube! Burberry also does a good job on Twitter and Chinese Weibo to offer fashion news and styling advice. The womenswear A/W13 show was streamed live on Twitter for the first time, allowing followers to embed the show stream in personal websites. So you can imagine how much attention Burberry has brought to itself during the fashion show. Burberry finished the year as the most followed luxury brand on Facebook, with nearly 15 million fans.

Five Minutes to Know Louis Vuitton

www.louisvuitton.comFor most women, LV may be the first brand name they know about luxury brands when they were girls. Celebrities constantly show up on televisions with LV’s products, and the advertisements of it can be seen nearly in every big city in the world and LV is almost an inevitable world if you want to have a conversation about luxury goods with your friends. I don’t know whether Mr. Louis Vuitton foresee that the store he started in 1854 on Rue Neuve des Capucines in Paris could worth over USD $24 billion in 2014 (Forbes, 2014). According to a Millward Brown 2010 study, Louis Vuitton is the world’s 29th most valuable brand, right after Gillette and before Wells Fargo.

Then, what make this French company so special and critical in the world of luxury brands? I think there are two points: the history of LV leaves lots of classic design, which puts LV in the first in this field; the continuously creating of new classics makes LV stay where it is.

www.louisvuitton.comFor the last 160 years, LV and its monogram had been unquestioning classics in the world of luxury goods, and they still are. But a brand like LV does not gain its place by sitting there and benefiting from ancestors’ designs. Classic designs stay in the stores every year, like Neverful series of totes. New designs come to the store every year, which often lead the trend in luxury fashion industry. For now, take handbags for an example, LV offers 317 kinds of different designs for women handbags only, and that was just one part of its business. Starting from making trunks, LV now offers leather goods, handbags, trunks, shoes, watches, jewelry and accessories.

Among all the products, there are ones that are extremely expensive. A price of a bag may be a entire year’s tuition of a college student, may be even bigger than the price of a well-functioning second-handed car, may be able to keep a family running for a whole month. But there are some products that may just cost you the money you buy several books. LV offers not only to ones who can afford ten-second cars, but also to ones who like pretty things but won’t go too fat for them.

http://instagram.com/fiounazhangDespites its strategies, LV also benefits from its powerful parent company. LV’s parent company is LVMH Moët Hennessy • Louis Vuitton S.A., better known as LVMH. This group controls lots of luxury brands on the market, not just in luxury fashion industry, but also in wine, jewelry, beauty and luxury brands retailing, all together 46 brands. Most of them are quite famous. You can hear the names of these brands every year in fashion weeks, like Celine, Dior, Fendi, Kenzo, Marc Jacobs.

 

 

Reference:

http://www.forbes.com/companies/louis-vuitton/