The Role of Luxury brands in Social Media

There is a trend that more and more luxury brands notice the importance of social media and they are going to make full use of it. Now the social media era is coming in luxury world. 

Christopher Bailey, the alumni of our university, the creative director of Burberry says Burberry now is more like a media company rather than fashion house. The video above is about his discussion of future social media and Rosie the supermodel's opinion about Burberry strategies.True, nowadays Burberry spends a huge amount of expenses on digital media, say Facebook and Twitter for example. Besides, it also explores more new media platforms and technologies from Sina Weibo (Chinese Twitter) to livestream fashion show online, Burberry now is social media expert.

In terms of luxury houses, now most of them realise that social media plays a significant role in PR and marketing strategies, in order to gain more audience worldwide. Another example, french luxury house Dior, aiming to expend Chinese luxury market by releasing online magazine, whose title is a big Ni hao! Hello in Chinese. That's fun, it is a good way to communicate with Chinese customers for sure, and make them feel closer from other side of the world.

Looking at the another french luxury brand Cartier, they produced a short movie called L'Odyssée de Cartier. The film was released on both official website and facebook. The facebook timeline is also changed into a elegant leopard. Now the update has already gain more than 3,200 likes and nearly 120 comments. Even it is expensive, it is also another good way to attract audience's attention. The social media strategy really looks like a piece of art in an audience's point of view, creative designer of Cartier believes so as well. Enjoy the story below!

                                          

All in all, as a part of social media and PR strategies, it is associated with elite culture through digital media like Burberry or it is penetrating emerging markets with targeted content with own brand culture such as Dior and Cartier, one thing is no doubt: Luxury houses are making their efforts to gain more attention from public in variety of creative and interesting forms. As a PR practitioner, it is high time to learn from them. 

Reference:

Burberry: as much a media company as a fashion company

http://mashable.com/2011/09/21/burberry-media-fashion-company/

Dior aims at Chinese luxury market via online magazine

http://www.luxurydaily.com/dior-aims-at-chinese-luxury-market-via-online-magazine/

Online Buzz Research: Using social media in the luxury industry

http://marketing.wavemetrix.com/1103_Luxury_social_media_summary_v1.pdf

How Does PR and Marketing Influence on Fashion?

Snowing outside, this morning I become so lazy, lying in bed and reading. Recently I am interested in a fashion book called Fashion Marketing-Theory, Principles, & Practice, written by Marianne C. Bickle. I haven't finished yet but in the fashion PR chapter,I do believe that it is worthy reading the whole book.

In chapter 4 Public Relations, Promotion and Advertising, it introduces a various range of PR and marketing strategies, which helps readers to have an overall understanding of commercial tactics. Tom Ford says: as a fashion designer, I was always aware that I was not an artist, because I was creating something that was made to be sold, used, and ultimately discarded. His statement reminds me that fashion need to shout out and stand out, by using PR, marketing and advertising. Otherwise, fashion could be just unknown and unsung.Now his fashion business is truly a success, when I work in the office, the PR manager asked me to search info about our competitors, and Tom Ford is the no.1 on the list.

Speak of public relations in fashion industry, "the PR component of the marketing mix continues to be an important and valuable tool for fashion companies. Public relations provides stakeholders with current information regarding the company's product lines, marketing efforts, and interaction and assistance to the community through good works." In large fashion organisations typically they have a PR department. In fact, PR should be an integral section and get involved in marketing in every fashion organisation.

According to the book, print literature, press releases, and stockholders' meetings are three common forms of communication. For internet part it can count on fashion shows, new product lines, customer service and blogs.The author also mentions multiple goals to PR effort, including building positive and ever increasing brand awareness, communicating with stakeholders, instilling stakeholders' confidence, promoting a social cause, recruiting best talent in the world, etc.

In my point of view, in fashion industry PR and marketing are like twins, which are not easily separated from each other. Both are for brand and consumers, and some of tactics could be connected with both PR and marketing. Nowadays we have social media but we also create a new word called social marketing; I suppose in the future we will have public marketing or similar form to combine these two concepts together. No matter which way is for PR or marketing, the way is the best which can make them get the best benefit they can, for organisations' sake.

Reference:

Bickle, M.C (2011), Fashion Marketing-Theory, Principles and Practice, New York Fairchild Books

The Telegraph, David Beckham launches his underwear range at H&M, 2012 http://fashion.telegraph.co.uk/news-features/TMG9055115/David-Beckham-launches-his-underwear-range-at-HandM.html

Clamour, Victoria Secret, 2009,

http://www.glamourvanity.com/glam-events/2009-victorias-secret-fashion-show/