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Leading fashion brands are embracing digital marketing

It is definitely a trend for many leading fashion brands to use social networks as platforms to shorten the distance between the brands and people. Some brands, like Tory Burch, DKNY and Kate Spade have established profiles on Facebook, Twitter and other social channels to interact with people and develop their brands voices anew. Tory Burch speaks directly on behalf of the brands on social media. DKNY and Kate Spades have introduced semi-fictional personalities that speak to the best of their brands’ traits.

  1. Tory Burch

American fashion designer Tory Burch embraces social media to increase awareness and send messages. She creates Facebook, Twitter, Flipboard, Tumblr, Foursquare, YouTube, and Weibo in China. They are run by an in-house team of two, except for Twitter , running by Tory herself, and Weibo, running by the team in Shanghai, in partnership with the editorial team in NYC. Every team has to make sure that every information and message posting on social media is true to Burch’s voice. Also, Tory Burch offers exclusives for Facebook community and it is a huge success in driving excitement and sales. People who are fans of a brand on Facebook have a certain appropriate expectation that there should be an exclusive benefit just for them.

2. DKNY PR Girl

DKNY introduced a DKNY PR GRIL both on Twitter and Tumblr. DKNY PR GIRL is run by Donna Karan International’s SVP of global communications, Aliza Licht. This character is fun and in tune with DKNY’s young, urban-leaning demographic. DKNY PR GIRL (and by proxy, Licht) has gained a reputation for live-tweeting episodes of Gossip Girl. In order to be transparent, DKNY PR GIRL gives followers broad insight into the brand, messages of the brand and its operations.

3. Kate Spade

Kate Spade also created a persona for the brand on social networks. At first, Kate Spade’s social media strategy was not so effective. @katespadeny account’s tweets were written by visitors who came to the brand’s Fifth Avenue store. However, Kate Spade knew that the tweets should not be relied on for 100%. So, “Kate Spade woman” decides to be closer to people and bring more New York City agenda to real life. @katespadeny began checking in to the MoMA in the afternoon or at Mercury Lounge in the evening. Also, on the weekends, “Kate Spade woman” snapped Instagram photos of Central Park and the facade of the Plaza Hotel. She got many followers on Facebook, Twitter and Tumblr. There are more than 135,000 followers on Twitter and more than 370,000 on Facebook, and a “true reach” of nearly 20,000 people. Kate Spade commissioned a different artist each month to create a video around a color for its “Live Colorfully” campaign this year. The brand has also developed behind-the-scenes videos, as well as short animations for its website.

Source: http://mashable.com/2011/11/21/brand-voices-social-media/

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