Reading Time: 3 minutes Blogging, Online Shop, Brick-and-Mortar Shop French style is one of the most sought after all over the world, so it’s no surprise that Sézane’s pieces are popular with international shoppers. More and more online shops are relying on “brick-and-mortar” shops, i.e. real flagship stores where customers can touch the goods, try them on and – …
In a difficult economic environment, the fashion industry and even the long reticent luxury goods sector have turned to digital technology. Image and social networks have become key elements in the strategies of fashion and luxury companies. Today, social networks in general and Instagram in particular have become an essential medium, not to say a real sales channel, for fashion brands. But not all brands seem to master this new tool in the same way. Or is it perhaps a conscious decision?
To better reach the millennials, rely on intimacy
Instagram is inherently well suited to fashion brands for which the visual and “community” dimension is essential: purchases generally associated with a sense of belonging to a group or by imitating stars, etc. In addition, Instagram is unrivalled as a means of reaching the millennium: in 2017, 90% of Instagram users were under 35 years old. This generation, which is very attached to social networks, has a different relationship with brands, as they focus on use rather than ownership and are more sensitive to the power of the image. Another characteristic of the Millennials is that they want things immediately. Jérôme Viala, Deputy General Manager of Lectra, a provider of technological solutions for the fashion, automotive and furniture industries, has studied the impact of the Millennials on these markets.
As Viala explains, “if this generation wants to buy a product or service, it must be able to make the purchase immediately”. This was recently made possible in Instagram, as the social network added a “shop” button. Over time, other features have been developed to allow brands to repeat their events or reveal what is happening behind the scenes, notably Snapchat-inspired stories, Instagram Live and, since the beginning of the year, the most eagerly anticipated event of all by community managers, the planning of releases.
For brands like Chanel, it is especially important in terms of marketing to reach this audience through Instagram: “Intimacy is the key word in our analysis, as Chanel has become a leader in communicating with millennia, targeting what they want to see,” wrote Andi Bei, Eleonore Bichot, Henrik Johansen, Livia Lima, Mateusz Majka and Max Dante in their paper on Chanel’s Instagram strategy. They continue:
“The world of Chanel is opening up to its fans, whether through live conversations between two brand ambassadors, images from a launch party or backstage images from shows. This does not exclude product images or official campaign clips: everything is brought together to convey the brand’s philosophy in the most direct way and is also very effective in modernising the brand image and reaching a young target audience.
No wonder Chanel (paradoxically one of the last brands sold online) and its own dedicated Instagram team in Paris. The marketing management of events – fashion shows, but also the Cannes Festival – has already been given priority in 2016, making Chanel the luxury brand with the most followers in 2017 (+9.6 million). It is the most followed (25 million followers), ahead of Louis Vuitton.