It's often said about the luxury industry that it is an insular world set in its ways and slow to embrace modernity. This is especially evident when it comes to communicating or reaching out to customers. With the exception of a few pioneers such as Net-A-Porter and Burberry, there are precious few instances of luxury brands leading the way on e-commerce or social media. The growth of both online sales and the use of social media amongst affluent consumers are pushing many luxury brands to expand beyond their comfort zone but for the most part, progress is slow.
New methods of communication require new ways of thinking about communication. While luxury brands are slowly coming around to Twitter and Facebook, based upon my own observations, too many luxury brands are using social media the way they would traditional media. My sense is that brands are struggling to incorporate social media in a way that is effective in large part because of mindset. I've noticed for instance a number of brands are using Twitter the way they would a press release or in many instances, merely as a way of linking to a press release. Everything from tone to content suggests to me that they haven't really explored Twitter as a way of forging a deeper relationship with their followers. In a nutshell, there is a failure to meaningfully engage with their followers.
Consumer brands by contrast are finding increasingly creative ways to use Twitter and other social media to reach out and connect with customers and potential customers in ways that are both creative and fun. For instance, I recently took part in a Smirnoff Black sponsored "pop up bar" via Twitter. The day before the event, I received a hamper containing all the ingredients necessary to mixing the drinks. The day of the event, a designated hashtag was circulated amongst the participants and at the predetermined hour, the virtual cocktail party began. One bartender dispensed step-by-step instructions via short 90-second videos uploaded to Twitter to ten participants over the course of a two-hour period. The result was a steady stream of engaging Tweets about Smirnoff Black. Many of the Tweets were in turn re-tweeted by followers of the event participants or otherwise taken up by participants' networks.
This event was obviously well-adapted to the brand and to the product in question and I certainly don't mean to suggest that luxury brands should rush in without a well-planned strategy in place. I do think however that luxury brands would do well to keep an eye on other industries if for no other reason than to draw inspiration. If a spirits brand can lead a successful pop up bar/drink mixing video tutorial via Twitter, I think luxury brands whose stock in trade includes creativity can do better than using Twitter as a means of distributing watered down press releases. Perhaps its time for luxury brands to think beyond their gilded box.
Sincerely,
The Luxe Chronicles
N.B. For the purposes of disclosure, please note that I received a hamper containing all the materials required to take part in the pop up bar exercise including a bottle of Smirnoff Black and various bar paraphernalia. No further remuneration or gift was received.
Comments