Bottega Veneta's Shift: From Social Media to Curated Luxury Marketing

Bottega Veneta, part of the Kering luxury group, made a sudden move by closing down its social media accounts - Instagram, Facebook, and Twitter. This unprecedented decision has sparked interest in potential shifts within the luxury industry, particularly after being advocated for by creative director Daniel Lee.

Lee's disdn towards digital presentations is evident from his statement: I don't think much of them; they felt empty and took so much effort during such emotionally turbulent times. In addition to criticizing their lack of depth, he also questioned how these platforms impact creativity. By stepping away from social media, Bottega Veneta appears to be aligning with Lee's thoughts on the digital world.

This move suggests that Bottega Veneta might be seeking a more meaningful way to reach out to its potential customers through word-of-mouth marketing, emphasizing individual taste and personal experience over mass-marketing efforts. This approach is consistent with the brand’s philosophy of placing creativity at its core, which has been a cornerstone in Kering's strategic framework.

The luxury market thrives on exclusivity and authenticity, where genuine experiences resonate more deeply than digital noise. Social media platforms often cater to a diverse audience including amateur bloggers, casual users, and even those posting mundane content like food or pets. Luxury brands such as Bottega Veneta might find it challenging to reach their target audience within this crowded space.

By stepping back from social media, Bottega Veneta appears to be embracing a more curated form of marketing its brand positioning. This could lead to a renewed focus on traditional forms of communication like print media which have historically been associated with status and sophistication.

The fashion industry has recognized the need for curation amidst various challenges brought about by technological advancements, particularly in response to changing consumer behavior during the pandemic era. Bottega Veneta's move towards curating its marketing messages could potentially pave the way for other luxury brands to re-evaluate their digital presence and explore alternative methods that better high- consumers.

In , Bottega Veneta's decision not only reflects a potential shift in the luxury industry but also signals a new chapter where traditional values are being given precedence over mass digital marketing. This bold move could set precedents for other brands looking to redefine their digital strategies and re-connect with their target audience on more personal and meaningful levels.
This article is reproduced from: https://www.forbes.com/sites/pamdanziger/2021/01/07/bottega-veneta-cancels-its-social-media-accounts-it-may-signal-a-trend/

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