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
Dior aims at Chinese luxury market via online magazine
Online Buzz Research: Using social media in the luxury industry
