LUXURY BRANDS EMBRACE SOCIAL MEDIA – SLOWLY
Until fairly recently, the big misconception by leading luxury brands was that the web is not a place to present themselves. There has been a shift in this thinking, and today brands like BMW, Burberry, Gucci, Jimmy Choo and Louis Vuitton are not only embracing social media, but are doing a great job in engaging their target market. These brands understand the importance and power of social media, while other luxury brands are still hesitant to fully engage. One in five luxury brands continue to prevent their fans from posting and commenting on their Page Walls showing that the industry still sees the platform as a one-way advertising vehicle.
Burberry, a leading fashion brand, has not deserted traditional, advertising media, but has allocated 60% of their marketing budget to online media – a direct testament to understanding the power of connecting and engaging their audience. They encourage their fans to submit pictures of themselves wearing Burberry merchandise, and by doing this fans feel like they are a valuable part of their advertising efforts.
One of the biggest reasons that luxury companies should partake in social media is to ensure that passionate customers do not create a presence instead – which can result in misleading information, cluttered fan sites and an unfavorable brand images. Brand image protection offers a compelling argument for luxe brands to have an “official” online / social media voice from someone who represents the brand and preserves its prestige. As we enter 2012, I believe that it is enviable that we will see more and more high-end brands engaging in social media.
~ Meredith Aman, Account Supervisor, The S3 Agency