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The once-popular, now-silent figure in the world of luxury fashion - Bottega Veneta has seemingly disappeared from our digital landscape. Gone is their vibrant presence on social media platforms, leading many to question what could have possibly taken this high- brand off the digital map.
As it turns out, Bottega Veneta's deletion of its Instagram account and withdrawal from social media activities is part of a calculated marketing strategy by its parent company Kering led by CEO Fran?ois-Henri Pinault. The brand's decision to opt-out of regular social media interactions is based on an understanding that Bottega Veneta now stands tall in the luxury realm, having gned its own distinct identity and influence.
We're not disappearing from social networks, shared Pinault, it's merely using them differently. Rather than engaging directly through the standard marketing channels offered by these platforms, Bottega Veneta is now leveraging its brand ambassadors and passionate fanbase.
The brand shift its focus onto a more subtle form of marketing; instead of pushing content out themselves, they're empowering their followers and influencers to promote their products organically within their own digital spaces.
We are leaning much more on our ambassadors and fans, Pinault continued, allowing them to speak for the brand rather than doing it ourselves.
This strategy mirrors that employed by other luxury brands who've realized the power of word-of-mouth marketing in a space dominated by constant exposure. Brands like Zara, Trader Joe's, Rolls-Royce are well versed in this art - letting their products' inherent quality and reputation do the talking.
Bottega Veneta is banking on its status as an exclusive luxury brand that can afford to play by different rules when it comes to marketing. By avoiding traditional social media platforms, the brand leverage the cachet of word-of-mouth promotion among fashion insiders and influencers who understand Daniel Lee's artistic vision well enough to share their appreciation without overt advertising.
The strategy appears to be working beautifully thus far; Bottega Veneta’s visibility within digital channels has notably increased since its departure from Instagram.
In essence, while Bottega Veneta may have disappeared from our screens in the traditional sense of social media engagement, it remns highly visible through its dedicated followers and influencers across various platforms - a testament to the power of word-of-mouth marketing and luxury's uring allure.
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This article is reproduced from: https://www.wmagazine.com/fashion/bottega-veneta-instagram-deleted-why
Please indicate when reprinting from: https://www.g056.com/Luxury_prices/Bottega_Veneta_Social_Strategy_Mystery_Solved.html
Bottega Venetas Strategic Social Withdrawal Luxury Brand Word of Mouth Marketing Shift Exclusive Fashion Promotion by Influencers Parent Company Kerings Marketing Decision Digital Landscapes Impact on High End Brands New Era of Marketing: Less Visible More Influential