Tag Archives: Fashion

Burberry's Christmas 2015 campaign on YouTube has been viewed 12.3m times

Less is more: the social media strategy of luxury brands

Christmas is coming – and luxury brands’ coffers are getting fat. We’re feeling festive so we’re happy to wallow in nostalgia and fantasy. And what’s wrong with that?

Luxury brands do their marketing very differently from everyone else. Whereas for most, social media is a matter of engagement, luxury brands have a different type of relationship with their audience: it’s all about aspiration.

So while an inexpensive fashion brand like (say) George at Asda might be super-chatty and responsive to its audience, Burberry will remain aloof, letting fans and followers do the talking. This is the “velvet rope” approach – discussed in detail in a panel I blogged at London Social Media Week.

This strategy of exclusivity is well-illustrated in a recent report from Brandwatch: Social Insights on the Luxury Fashion Industry. The report analysed more than 200,000 Twitter conversations around luxury fashion brands and found 99.63% of mentions (tweets, replies and retweets) came from consumers, with posts from luxury brands’ Twitter accounts making up just 0.37% of the conversation.

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Orla Kiely x Uniqlo (via @wishwishwish)

Influencer marketing – or good old fashioned PR?

In the olden days, or at least as long ago as 2005, the formula was simple: send out a press release to journalists and follow up with a phone call. Play it right and you’d see your client’s name in print. Timing and context were essential, plus the strength of your story, and the depth of your relationship with the journalist.

What’s changed? Very little actually. A good story presented to the right person at the right time will still be passed on, but the mechanism of presentation is completely different.

We no longer deal in press releases, but in the essence of an idea. And the “right” person is no longer necessarily a journalist, he or she is just as likely to be a blogger, a vlogger, a Viner or a Pinner. Or something else entirely. Or a mixture of things.
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Live blog of sold-out event “Fashion and Pinterest” #smwldn #smwfashpin

10:12 We are at the very cool Beyond Retro café in Dalston (top pic of Karinna Nobbs from London College of Fashion and team chatting before the event). Karinna is just introducing the panel now (bottom pic of panel left to right: Karinna, Jonathan, Sophia, Hanna, Kat and Charlotte). This is a live blog so please keep refreshing the page for updates.

Karinna: Pinterest is dominated by women, has been very much in the press since around February. Pinterest great because you can really micro-segment your audience (into style tribes for example) and really engage with niche customers.

You can look at who’s pinning you and what they’re pinning for trend prediections – is everyone pinning a colour you don’t have in your collection? Pinterest has a much higher referral rate than Facebook, Twitter etc. The average time people spend on Pinterest has been quoted as 45 – 90mins – far more than other networks. 

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Tuttle’s all aglow

Debbie Davies has designed these fab skirts which she was showing off at Tuttle today. 

Debbie’s a kindred spirit because she shared a previous life in television, just like me. Unlike me, turns out she’s also a dab hand with the sewing machine.

This skirt is a great example of the varied stuff that regular Tuttlers get up to. And I guess there’s something interactive about it: nothing’s more social than turning up at a party wearing your own conversation piece :)

The skirts are still “in beta” but will be available soon. Contact Debbie via Twitter if you’d like to pre-order.