As a business strategist focused on digital marketing and social media, I’d estimate that the word “Facebook” comes up in about 85% of my conversations with clients and industry insiders. While the attention in the past two weeks may have moved to the new kid on the block, Google +, Facebook still remains (by a long shot) the social network. Luxury brands are finally understanding how to interact with customers and fans in this arena, and are even beginning to ask the question: “How do we make money here?”
Commerce, Ecommerce, Emerging Platforms, Facebook, Social Commerce, Social Media »
An Introduction to Facebook Commerce
Blogging, Marketing, Social Media »
Style Bloggers: Today’s Fashion Renegades
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.
Aspirational Consumers, Brand Positioning, Consumer Insights, Content Strategy, Luxury Mentality, Marketing, Must Read, Post-Recession Marketing, Social Media, Web 3.0 »
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.
Brand Positioning, Content Strategy, Digital Branding, Marketing, Social Media »
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?
Brand Positioning, Consumer Insights, Content Strategy, Digital Branding, Facebook, Marketing, Social Commerce, Social Media, Tools & Resources »
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.
Brand Positioning, Content Strategy, Digital Branding, Ecommerce, Facebook, Marketing, Social Media »
The Guiding Principles of Content Creation and Curation
We’ve all heard the phrase, typically uttered by agencies and ‘social media experts’, “Content is King”. This proclamation throughout the industry is the crux of a main challenge faced by fashion and luxury brands in particular. For brands so deeply rooted in exclusivity, serving up a wide array of ongoing content in a public arena presents quite the conundrum. Yet, if creating engaging and relevant information is the key to digital success, it is critical brands understand the guiding principles of content creation and curation.
