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Newsrack beautification company5/29/2023 ![]() “Social media is currently the most powerful way that brands have to stay in touch and engage on a broader set of conversations with consumers.” “You can also put up content that is not specific, but that is generated by other users, other consumers or other artists, and the larger creative crowd,” D’Arpizio said. Social media has become the preeminent channel for broadcasting, offering luxury brands a “TV channel that is dedicated to your public” and one that is not only limited to explaining collections and inspirations but can offer behind-the-scenes footage and extra services. “The most important objective is really the engagement, to engage and interact with consumers as many times as possible: then the purchase will come later or at a certain point, so this is not the ultimate goal of every single marketing lever that you can activate,” she explained. If the product used to be at the center of a luxury brand’s universe, it’s now just one of the moons orbiting around the consumer and facilitating interactions: Services, experiences, content, media and inspiration are the others. ![]() So that’s where collaborations, not only with other designers, but other artists, come into play.” You can broaden your reach and the brand can become a platform to accommodate other voices that can be broadcast to a broader public. And so you if you are credible as a creative person, your territory doesn’t only have to be fashion. ![]() A post shared by Dior Official described luxury as a “creative industry at large.
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