Exploring how a handful of luxury brands are embracing social media and gaining a new generation of audiences while leaving other premium brands behind.
Screenshot of Tom Ford article on harpersbazaar.com
I love finding new articles or posts about designers I’ve written about that reveal a side of them that truly reflects their own brand’s stance on new technology and social media. Previously, I had posted a Harper’s Bazaar interview with Burberry’s Christopher Bailey and in it, he spoke about how he personally uses and plays around with social media tools like Facebook and he doesn’t seem to ever be without a gadget. A great insight into why Burberry is considered one of the luxury brands with a high “Digital IQ” and a trailblazer when it comes to social media.
In the latest issue of the same magazine, I read an a piece on Tom Ford, entitled, “My List: Tom Ford in 24 Hours.” In it, the designer reveals a little more about himself. The piece showcases a reflection as to why Tom Ford bars the use of social media at his shows, has all attendees sign non-disclosure agreements and allows only one photographer – the complete opposite strategy to Burberry. Ford himself doesn’t seem to be a user of social media, he is not a fan of talking on the phone and doesn’t like to socialize much – Ford’s personal preferences also seems to be reflected the strategy for the brand. Below are some snippets of the article:
“I don’t carry a phone with me because I hate talking on the phone and especially hate talking on cellphones. I d have an iPhone, but use it primarily for music and as a camera. In an emergency of course I use it as a phone. I am not really even sure what my number is. I have an iPad but use it only for reading books or screenplays, and I carry my Macbook Air with me everywhere.”
“I am not someone who likes cocktail parties or large dinner parties, but I have to attend them often. I much prefer small dinners with close friends.”
The overall piece showcases Ford as a homebody and a creature of habit. He uses his handheld gadgets for specific activities and not much beyond that. He doesn’t “play” on Facebook or other social media tools and his use of his iPad is simple and uncomplicated. While the approach for his brand is not as a simple of an explanation as his personal preferences, this article showcases that Ford most likely does not play around on Facebook or gets excited about the latest online tool. As such, he doesn’t also see the need for such activities for his brand. While Tom Ford certainly has a strategy in keeping things as exclusive as possible when it comes to his collections, it seems his personal preference and what he does in his own time contribute to his stance with the promotion of his brand.
If you asked me a few years ago how I would describe the Kate Spade brand, I don’t think I would be able to give a clear picture of the brand’s identity or who the Kate Spade woman is. However with the rise of social media, I can tell you now that Kate Spade is fun, colorful, witty, cheerful and ladylike. I can also probably tell you if a clothing item or accessory could belong to the Kate Spade brand. And while I don’t own any Kate Spade pieces, I do know all this from the brand’s rising presence on social media. Mashable.com deems Kate Spade as one of the top 5 brands succeeding on Twitter, while the think tank L2 has ranked the brand second in its third annual Digital IQ Index, right behind Burberry (L2thinktank.com).
Kate Spade Facebook page
Kate Spade has been solidifying its presence on social media tools like, Tumblr, Twitter, Facebook, Instagram, Pinterest and online videos and her presence has left an imprint in my mind and many others of what the brand stands for and what Kate Spade is all about. I love the visual appeal of the brand with its bright colors and fun designs/ This is seen all over its social media accounts especially with the very visual tools of Tumblr and Pinterest. The personality of the Kate Spade woman comes through Twitter account when she “[checks] in to the MoMA in the afternoon and at Mercury Lounge in the evening; on the weekends, “she” snapped Instagram photos of Central Park and the facade of the Plaza Hotel” (Mashable.com).
There’s a lot I would like to explore with the brand and what it has done to succeed online. This is one brand to learn from and take away some best practices for any brand! I will definitely delve into the Kate Spade social media world a little more to find out about the rise of the brand and what Kate Spade’s take is on succeeding in social media.
I always have wondered how people wade through millions and millions of videos to find a few they like and share with friends. How does one video stand out from a clutter of millions to go viral? How does any one “YouTuber” get millions of views when there may be others out there with similar videos? With over 800 million unique users visit YouTube each month, 4 billion videos viewed each day, over 3 billion hours of videos viewed each month and more videos uploaded to YouTube in one month than three US networks created in 60 years (Youtube.com), it amazes me how any one video can truly stand out and make its mark and yet there are those videos that truly do make an impact and even those regular YouTubers that gain a following.
Enter Michelle Phan, one YouTuber who has stood out in the clutter, gained a huge following, and as some media claim, risen to YouTube stardom. Since May 2007, Michelle Phan has been creating how-to makeup videos on YouTube. Armed with just her JVC camcorder and Macbook Pro iMovie Phan has gained an immense following with 1.8 million subscribers, 547 million video views and countless of makeup how-tos, like the popular “Lady Gaga Poker Face Tutorial” below with 31 millions views.
According to a VanityFair.com article on the YouTuber, she started out by popular demand: “Many of my fans on my personal blog wanted me to make a tutorial on achieving a natural look. I decided to create a video tutorial instead, and it’s been a hit ever since.” She adds, “I’m lucky that video editing is actually a hobby of mine. I love to work with motion graphics, and developed an eye for it.”
Her popularity on YouTube has catapulted the Vietnamese-American makeup guru into mainstream media, having been featured in Vogue, Vanity Fair, Forbes , Seventeen and has even been the makeup lead at the Michael Kors and Chris Benz Spring 2010 runway shows during New York Fashion Week. And in march of 2010, prestige makeup brand Lancôme signed-on Phan as one of their spokesperson who has been added to the roster of celebrity spokespersons including Emma Watson, Kate Winslet, and Anne Hathaway (Cosmeticsmag.com).
Apparently Lancôme was the first-ever luxury cosmetics brand to sign-on a social media star (cosmeticsmag.com) and ironically enough, Phan once applied for a part-time job at a Lancôme counter, but was not hired. The partnership entails creating one vide per month highlighting her favorite products from the brand. Under the partnership, Phan would still continue to create videos using other brands. Below was Phan’s video announcement of the partnership.
This seemed to be a great solution for a prestigious cosmetics brand like Lancôme to integrate themselves into YouTube and capture an audience in the millions! Luxury brands are known for creating glossy print ads and very stylized and edited videos to maintain and communicate the identity and standards of their brands. Many videos on YouTube such as Phan’s are well-loved because they are created by the users themselves. The videos are relatable and attainable and with Phan’s how-to videos, she proves that the make-up looks we see in mainstream media are as relatable as the quality of her videos. Through the partnership, Lancôme is not only able to adapt to best practices within YouTube, but they were also able to work with a star who already had a huge following. As Serge Jureidini, president for Lancôme USA has said “[Michelle] represents the next generation of both makeup users and makeup artists” (Cosmeticsmag.com). Through their partnership, the cosmetics brand was immediately catapulted in front of millions of possibly new and potential consumers as well as a new generation of makeup artists — two sets of audiences essential for any luxury brand to continue its longevity well into the future.
As she stated in her video, Phan wanted to assure hew viewers she partnered with Lancôme, a makeup brand she feels strongly about and believes in. She continues to use other beauty brands in different videos. It appears that the partnership was made to be an organic combination between cosmetic brand and Phan, one that stays true to the medium of YouTube and where Phan can also stay true to her viewers.
Phan’s online presence has evolved since she began in 2007. Her most recent videos have taken on a different feel and Phan has been involved in other projects: with a partner, she has created IQQU, a niche skin-care line sold online. Has Phan become more commercial as a result of the partnership? Some may think so. But like any other brand, Phan seems to be looking for ways to evolve, move forward and push herself and her brand into new frontiers. Being too “commercial” may certainly not be considered as a best practice on a tool like You Tube, but to Phan’s credit she was able to gain majority of her fans without all the promotional power of a brand like Lancôme or the media power of a Vanity Fair. It seems she understands what her audience wants and needs. And to be honest, with 547 millions views on her YouTube channel, you can’t blame the girl for trying.
I’m interested to see where Phan goes from here, how her partnership with Lancôme will evolve and ultimately if her fans will evolve with her on her journey.
I read this great interview with Burberry’s Chief Creative Officer, Christopher Bailey, by Harper’s Bazaar very own Editor-in-Chief, Glenda Bailey. I wanted to share it on this blog as it truly revealed designer Bailey’s take on technology and social media and that it is not only something integrated with the company by the marketers of the brand but something Bailey actually uses personally and truly believes is necessary for the growth of the brand. As I’ve explored a few times already, Burberry is considered a leader among luxury brands when it comes to integrating new technology and social media. The interview also revealed more information on some of the technology programs the brand has done that I was curious about, Lastly, I love that Bailey is able to balance out the old world with the new and innovations with traditions.
Here are a few of my favorite excerpts from the interview:
GB: Do you personally use Facebook and Twitter? CB:I do! People always think I don’t. The funny thing is, I’m active on Facebook and Twitter professionally, then personally I have my own Facebook account, but nobody knows my name or anything. I don’t use it to connect with my friend, but I love to play on it. GB: I know you write notes which is so charming for someone who clearly loves technology. Do you keep notes?CB: I’ve got all the notes I’ve ever received. There are traditionalists, and there are people in the middle, which is where I am. I still get my newspaper delivered. I love the ritual of it. But I also jump into the cab when I leave home and I look at some BBC on my iPad.
GB: I’m so impressed with the way Burberry’s introduced a technological sea change in fashion. I mean, I can choose a bag from the runway and have it delivered in eight weeks. How did that come about?
CB: I guess it was instinct. If you’re going to live stream a show, suddenly it’s not only the industry you’re inviting. So you can’t say, “We’re inviting you to the show, but FYI, you’ve got to stick to our industry timetables.
GB: You did a show in China in April, and you had six models, but holograms for the rest. How did that work?
CB: We had to shoot all holograms here in London. Then we took over a Beijing TV studio and basically covered the walls and ceilings with screens so you had no idea what was real and what was not. The message was that there is a blurring between physical and the digital. Fashion now is much more than product. It’s about entertainment and people feeling a part of something.
Read the full interview on HarpersBazaar.com
I just invited my 10-year old niece to Pinterest.com and she’s been obsessively pinning cute dog photos on her board ever since. I admit the site becomes addicting once you get the hang of it. Every time I decide to log on and explore, I find myself getting inspired to “pin” and “repin” vigorously.
I’ve written about Pinterest.com previously, touching on how Oscar De La Renta’s OscarPRGirl has created an account with a growing number of followers and how the brand has also created a user-generated content board of their own, to inspire the designer for his upcoming resort collection in June.
Illustration of Tom Ford's Fall/Winter 2012 Collection created from tweets and updates. Found on Glamour's Pinterest account.
Interestingly enough, as I was perusing through Pinterest.com this evening I chanced upon ta “pin” of this great illustration on Glamour magazine’s account of the Tom Ford Fall/Winter 2012 Collection. I was so excited to see this on Pinterest! It is an illustration created from tweets and updates online. Coincidentally, in another post I explored Ford’s approach to social media and how the designer has been taking a very secretive and exclusive route to promote his brand.
It seems this “pin” just tells us that despite Ford’s approach, social media still finds a way to communicate in real-time what the designer does not want to reveal to all of the public, just yet. People using social media, even new and emerging ones like Pinterest.com, are still able to quickly and in real-time, find a way to communicate even the most clammed-up items.
When I think of luxury brands I immediately think of prestigious designer brands like Louis Vuitton, Chanel, and Burberry. However, luxury brands also comprise of some great beauty brands like La Mer, Bond No. 9, and La Prairie. According to Mashable.com “[they have] emerged as among the most digitally savvy” and Maureen Mullen, chief researcher at luxury think tank L2 was also quoted in the same article as saying that this “is partly because beauty brands long legacy of e-commerce. ”
As such, it is no surprise that prestige beauty brand Lancome scooped up You Tube phenom Michelle Phan in early 2010 and it apparently was the first contract of its kind for any You Tuber (Stylelist.com). Looking forward to exploring what I like to call “The Michelle Phan Phenomenon.”
The beauty of social media is that you can try new things and experiment with different channels. Oscar De La Renta has seen great success and engagement with the rise of OscarPRGirl on Twitter. According to a WallStreetJournal.com article, the brand began to recognize the importance and game-changing strategy possible with social media during the Fall/Winter 2010 Fashion Week when OscarPRGirl had started to gain some positive reviews followed by the success of the brand’s live streaming of its June 2010 resort show coupled with a live Q&A with the designer himself through Twitter and Facebook. In addition, mashable.com points out that the brand also saw tremendous success with its first Facebook sampling initiative, where 25,000 samples of its newest fragrance ran out within three days.
Photo Credit: Flickr of RNYC_07
It seems the success of these programs catapulted the Oscar De La Renta brand to really embrace social media and try different things out without fear of failure. “We’re not a multibillion-dollar company, but that’s who we view as our competition and moving first matters in digital is a competitive advantage,” said Alex Bolen, the brand’s CEO (LuxuryDaily.com)“You might step into something, but we’re not afraid of that – we will do some things badly.“But if we try, try, try again, we will do things well. Moving first is a great opportunity in the digital world.”
Screenshot of odlrlive.tumblr.com
I particularly love the brand’s crowdsourcing experiments on Tumblr with odlrlive.tumblr.com and The Board. According to a mashable.com article, “The page displayed all photos uploaded to Tumblr with the tag #odlrlive in real-time, generating live show coverage from editors, bloggers, models and viewers at home. A live stream of the show played in the middle of the page as photos continued to populate the background.” What a great idea to create a visually appealing page. but also an opportunity to provide viewers the opportunity to experience other things happening and be an active participant of the brand’s show.
Screenshot fo The Board
It is ” a virtual inspiration board – just like the mood boards created for each collection, only digital. They are inviting the [over the next few months] masses to participate in the design process, by uploading images to The Board that are meant to inspire the label’s Resort ’12 collection” (Fashionschooldaily.com). Some of the images will also be shared through the brand’s other social media tools. The Board was inspired by the growing popularity of OscarPRGirl’s Pinterest account, which as of today had 7198 followers (Thehighlow.com)
Oscar De La Renta seems to have gotten comfortable with surrendering some control of the brand and letting his audience guide his designs. It is certainly an admirable experiment, especially knowing how much guts this takes for any brand. While the designer is not bound to use any of these images, it will be interesting to see what comes out of his Resort show but more importantly how big of a role social media is now playing in this designer’s world.
I love how this brand is using these social media tools and taking them to a whole new level. Oscar De La Rent is not just part of the conversations but is leading the conversations and becoming a trailblazer in the industry. Oscar De La Renta is quickly adapting to new tools and making it work for his brand. The swiftness, creativity and adoption strategy of this brand is no easy feat. It is certainly evident that social media is becoming a key business tool and strategy for the designer.
I have always thought of Oscar De La Rent to be my mother’s brand. It belonged to an older generation of female consumers. I never paid attention to it or aspired to it in any way. However, recently with the rise of OscarPRGirl, the brand has exploded and has changed how I viewed it and I’m sure how a whole new generation of consumers see the brand.
Erika Bearman, the Communications Director at Oscar De La Renta, is the personality behind the ever popular twitter feed of OscarPRGirl, (WallStreetJournal.com) with over 113,000 followers as of last I checked. According to the WallStreetJournal.com, “Bearman has a particularly unique challenge: melding the brand’s Park Avenue, ladies-who-lunch reputation with the Wild West atmosphere of Twitter.”
In a recent interview I had with former Integrated Marketing Communications Assistant Vice President for luxury beauty brands Kerastase and Shu Uemura Art of Hair, Molly Dufner, Dufner mentioned that whether brands like it or not, they will be talked about on social media. “You might as well join the conversation and take some control of how your brand is being perceived.” This is exactly why Oscar De La Rent decided to join the Twitterverse in the summer of 2010.
“Luxury brands, especially those that are thought to be your mother’s brand, are using social media as a way to reach out to a new set of consumers,” says Dufner. “They are the one’s using social media…it is important to go to where they are.” Where they are for Oscar De La Renta’s new type of women are on Twitter, Tumblr, and Pinterest. Through OscarPRGirl, the brand has catapulted itself into the middle of social media conversations and continues to control its image through a variety of different social media programs.
But before even delving into these exciting and innovative campaigns, I would like to explore the rise of OscarPRGirl on Twitter a bit more. After all, it has been the crux of this brand’s positioning in social media. As Dufner mentioned “It is important to experiment and try new channels, but do not neglect what works.” And what has been working for Oscar De La Renta is OscarPRGirl on Twitter.
OscarPRGirl’s twitter feed has a distinct voice and personality that even led to the creation of the video “Sh*t OscarPRGirl Says.” In a mashable.com interview, Alex Bolen, CEO of Oscar De La Renta, has said that Bearman “has developed a voice [on Twitter] that people want to listen to and has been successful at engaging our fans.” Letting a distinct voice come through that is not of the designer’s own voice comes with considerable risks and as WallStreetJournal.com put it, “designers must cede some control.” And that voice was not built overnight. it took Bearman a while before realizing what her audience was interested in and what would help grow her own followers. It’s interesting to note many of her tweets are not so product-focused but reveal more of the behind-the-scenes take of what it’s like to work at Oscar De La Renta and be part of that fashion landscape.
What’s interesting to note too, is that many of OscarPRGirl’s followers are industry personalities. Dufner has said that “Twitter is a great connector to the industry.” It is certainly a great PR tool, where Bearman can build her relationships with fashion press and create new ones. She has become an expert in her field and an easy-go-to source.
At the end of the day, Bolen wants to engage his audience “to get people to think more about Oscar de la Renta and less about our competitors” (Mashable.com). OscarPRGirl has been doing just that and in the process extending Oscar’s reach to a younger set of consumers as Fashionsta.com has also noted.
In a previous post, I mentioned how Burberry had live streamed their London fashion show earlier this week. After 22 hours, the video had 11 million views, extremely impressive! However as I was doing more research I found out this live stream was definitely not a first for the brand and in previous seasons they’ve taken their shows a step further. According to Joynlondon.com, the brand held a 3D holographic runway for a Beijing fashion show last year. The brand even hosted a 3D livestream of their mens’ wear collection and 72-hours after, sold selected pieces from that collection. The full collection was not available in stores until six months after (mashable.com).
For Burberry’s Spring/Summer 2012 show held in September 2011, the brand hosted a “Tweetwalk” where the brand previewed looks on Twitter right before the models hit the runway. Tweetalk was coupled with “Twitter Takeovers” for the brand’s regional twitter pages, where prominent editors of top publications in those regions tweeted for the company. These two partner initiatives catapulted Burberry to top the charts and put the brand at the number 2 spot on global trending charts (mashable.com).
Burberry is consciously making an effort to reach out to their consumers and admirers beyond than just their designs. In a mashable.com article, Christopher Bailey, Burberry’s Chief Creative Office, was quoted saying “Burberry is now as much a media-content company as we are a design company.”
I admire the risk this 156-year old company is taking with new technology and social media tools. Through the guidance of Bailey, Burberry has taken the brand to a whole new level, by combining the core of the brand — its designs — with social media. Social media has not only become “just” a communication tool, it is a priority. Burberry has taken advantage of social media and is living and breathing it, so much so that it has become so integral to how the company is run and how a new generation of consumers see the brand. While it has become available and accessible in so many ways, I believe the brand has been able to still own its prestigious and luxurious appeal.
I am loving the behind-the-scenes photos posted on OscarPRGirl’s Tumblr account from the recent Oscar de la Renta Fashion Week Show. I also just noticed she has incorporated a “Pin It” option for those users of Pinterest.com. Definitely one of the early brand adapters of this new and interesting digital scrapbook! And for those who haven’t seen in yet, the girl also has a viral video, part of the “Sh*t” video series: “Sh*t @OscarPRGirl Says”.
Looking forward to delving more into this brand! What do you think of their video? To find out more about the world of OscarPRGirl, follow her twitter account…which by the way has a good following of 112,003 followers.
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