Fashion has undoubtedly become much more democratic in the last decade and certainly in the last five years. This is reflected in the increasing number of brands live streaming their runway shows, allowing everybody to chillax in their pajamas in their bedrooms with their little snugglies on and have the same experience as diabolical editors in $500 Louboutins.
Every now and then, a new social media site pops up, getting all the geekies and techies of the world jazzed up before it vanishes from the public and media eye (aka the Quora syndrome). Lately, we’ve seen countless of these social network “one night stands”, where you hear about something new and cool, sign up, play around for an hour or two, before you ditch it. Similar to your last Saturday night drunken hookup, sometimes you may even wish it never happened (anyone remembers Hi5?).
(Photo by David Lachapelle)
Luxury marketers are plagued with numerous questions when it comes to digital marketing, all of them boiling down to the very same problem: “How do I make sure I don’t cheapen my brand?”.
How To Create A Dialogue With Fans Via Photo-Sharing
Very few brands cultivate the science of eccentricity the way Marc Jacobs does, and the company’s latest Social Media campaign is a testament to it.
Back in October 2011, the brand launched the #MarcFam microsite, encouraging fans to share images and videos of their holiday experiences. To participate, MJ-aficionados would add an image with the #MarcFam hashtag to a Foursquare check-in, Twitter, or Instagram post to get their uber-cool shot added to the retailer’s visual content portal and win branded products if their fancy pic managed to top the votes.
(Photo by Juergen Teller)
… And welcome to The Digital Studio
This is a fascinating time to be in the digital marketing industry if you are involved in the business of fashion and luxury brands.
With the recent technological developments, opportunities to engage with consumers became limitless. However, fashion and luxury brands have traditionally been reluctant to embark in the digital bandwagon, which is somehow a walking contradiction: digital and the high-end deserve a symbiotic relationship.