In an industry rooted in creativity, ingenuity and innovation, in many ways fashion has become marked with an assembly-line structure of profitability and traditional communication strategies. In effect, a business model has been superimposed on the creative model. The result? A symbiotic and mutually beneficial relationship where creativity empowers business and business sustains creativity.
Social Tribes Are More Potent Than Social Networks For Luxury Brands
In light of the recent L2 Facebook IQ report, and our recent article surrounding it, we thought it would be applicable and relevant to republish Dr. Bob Deutsch’s article on social tribes for luxury brands, originally published on Fashion’s Collective on January, 26, 2011.
The L2 Facebook IQ, Key Points and Commentary
It is an impressive and exciting testament to the evolution of the fashion and luxury industry that topics like the recent Facebook IQ, published by L2, are so hotly debated and discussed. For years, a shift has been taking place, where luxury brands have slowly moved from their airborne vantage points to the ground level of the digital evolution by participating and experimenting in social media. There is no denying that Facebook, with now 700 million global users, has been a central component of this tectonic shift and that this platform will likely command a large amount of attention going forward.
Creating an Engaging, Easy, and Affordable Content Strategy (A Presentation)
I had the pleasure of attending and speaking at the Luxury Interactive conference in London a few weeks ago on behalf of Fashion’s Collective. As summarized previously, the key takeaways were bountiful and the attendee list was top-notch.
Managing the Exclusive Distribution of Content as a Luxury Brand
As marketers, we love creating campaigns that take on a life of their own, that become distributed and deposited by our top brand advocates throughout their seemingly infinite social networks. Whether it’s online or not, word of mouth is something all marketers seek, it’s our holy grail. Having a loyal customer take hold of a brand piece and share it with their circle via word of mouth is pure. solid. gold.
But what does this mean online?
Content is King, But This is No Monarchy
So often in marketing, this phrase is beaten into us: “Content is King”. With this, we are meant to infer that, when it comes to online marketing, the most important thing is the presence, and quality, of our content. If we have engaging, “sticky” content then our digital endeavor will be a success; if we lack content, we are destined to flop. While this may have been true in past years, the reign content once had over the internet is no longer supreme. As the web evolves, so does the user. Now, principles of usability, accessibility and intuitiveness go hand in hand with intriguing content to deem our digital campaigns a success or a failure. All hail the rise of Web 3.0.
