How Do Luxury Brands Play Social Media?

Is the luxury brand able to make good use of social media in the face of more high-end consumers? The answer is yes, many luxury brands are now able to "brand" the brand marketing, and even the brand's designer's social account is becoming more and more popular as a way of contacting consumers.

As one of the first luxury brands to eat social media, Burberry has used most of the popular social networking sites to expand its brand influence.

Facebook, Twitter and even China's Sina micro-blog have Burberry's official homepage, and Burberry has not ignored niche social networking sites, for example, they have already been stationed before Instagram has yet to be popular, because they think there are also customers who can not be ignored.

Recently, Burberry has another "first time" title in history. Through its photo sharing software Snapchat, it released its 2016 summer and summer advertising blockbuster. It played the banner of "twenty-four hours live broadcast". It was the first time in the industry that the shooting process of 2016 spring summer advertising films was presented in different angles without adding filters.

Behind the scenes, we can satisfy fashion lovers' curiosity about the creation process.

The original photos without any treatment will, to a certain extent, fade the veil of the fashion circle and show the more authentic appearance of the industry. This new marketing method believes that it will become an effective way to attract young consumers.

After becoming the creative director of Balmain (Balmain) in 2011, designer Olivier Rousteing is very concerned about how to interact directly with her online fans.

He is also an activist of Instagram and has 1 million 100 thousand fans. He has also become the most popular French fashion designer in Instagram.

And played a moderate and friendly "general" role, led by a "Balmain army", of which Kardashian Kardashians (the Kardashians) and Gigi Hadid are the main force.

According to the social networking platform data, Balmain's latest fashion show on Instagram has become the most powerful interaction in the spring and summer fashion season in 2016.

At present, #HMBalmaination, launched by Olivier Rousteing, is a social media label designed for a series of sales. This label has appeared in more than 12800 social media content.

"I live in the era of Facebook, Twitter, Instagram and Skype.

I like to communicate with people.

I love pop culture. For me, popularity is popular and audience. "

Olivier Rousteing said in an interview.

Most of the fans who focus on Olivier Rousteing are not.

Consumers.

But for ordinary people, facing a hot topic that a friend is talking about, it is hard not to understand the designer and brand.

"The designer is the soul of the brand, and the brand is the continuation of the designer's life thought."

From this perspective, paying attention to brand designer's personal account can make consumers understand the connotation of brand more deeply.

In fact, choosing Snapchat, a more real and private software than other social platforms, is also a great attraction in itself.

Before that, Burberry and Snapchat have already completed the first attempt of many industries. The most influential series is the 2016 spring and summer series.

It has not been reduced.

The influence also promoted people's interest in this old fashion house because of their courage.

In terms of brand, Louis Weedon (Louis Vuitton),

(Dior), Alexander Wang, Calvin Klein and so on are also propagandize through Snapchat. The photos uploaded here basically have a feature rough, and it is precisely this lack of delicacy that gives people a more realistic feeling.

In addition, these brands do not dare to have "excessive" behavior on Snapchat. After all, "low attitude" may also damage the image of consumers.

In fact, the distinction between brand image and designer's life is becoming more and more blurred.

Roberto Cavalli official accounts often recommend consumers to pay attention to Instagram, the founder of the brand, which has brand advertising, show highlights, family photo, and happy hotel bathing charts. Although designers Marc Jacobs tend to recommend consumers to pay attention to brand official accounts, they often update brand dynamics in private accounts, even their pet dogs endorse their personal brands, and of course have private accounts and large numbers of fans to follow.