Fashion is a field where innovation is rewarded with notoriety. The greats of the industry became known, and in some cases reached icon status, due to their unique propensity for excellence.
True pioneers made an undeniable impact on style and the ways in which we dress. As designers and brands achieve notoriety, they become known the world over as pillars in the fashion industry. Gabrielle Coco Chanel, Ralph Lauren, Valentino Garavani, Christian Dior…it was their unique vision, and ultimately their risk in challenging the current status quo, that brought them success and fame.
Though the designers and creative directors who have inherited these legacies are charged with innovating and reinventing the brand through the collection, the marketers are often charged with protecting the brand at all costs. As such, it is a general rule that all communications must stay within the perception of the brand image.
But how does this all work in the age of the internet, which feels like the new frontier, a vast expanse of the unknown?
To date, the icons of industry have generally held back, unaware of how they may be able to still protect their brand’s legacy online while others charge ahead.
Interestingly enough, it is the leading brands that have the resources (personnel and budget) to truly pioneer this new frontier. They are able to begin to reinvigorate their brand’s marketing in a way that pays homage to the heritage while offering the innovation that will propel the brand forward.
There have been some very notable brands that have made strides online, such as Marc Jacobs, Burberry, Louis Vuitton. They have started on the quest to utilize the power of the internet to innovate their brands.
But in a platform that is always evolving, how will brands, young and old, forge forward in conquering their own digital strategies? What will the face of luxury marketing online look like in five years, in ten?
We always want to know what will be here to stay. Is Facebook destined for MySpace’s demise? Is Foursquare worth a second look? What’s all this about QR codes and augmented reality? And what’s the next big thing?
The face of the internet changes so quickly, and while it’s not integral to be first to market, it is important to know how your luxury brand can be cultivated online. If a brand is truly aware of their audience, and aware of the brand identity, it’s not about the next big platform, it’s about pioneering a new extension of the brand.
Photo Credits: Karen Massier
Edited by: Gina Conforti
