Doing social media marketing for a brand is one of the active ways to get closer to customers. That is why a thousand brands on the Earth nowadays step by step tries to interact with customers on the Internet to make themselves friendlier in customers’ eyes.
But how about luxury fashion brands like Burberry, Louis Vuitton? Is this friendly manner on social media always good for their brand image and positioning?
How about luxury fashion brands like Burberry, Louis Vuitton? (Courtesy: Pexel)
According to the fact that, luxury brands are controlled, exclusive, premium, and aimed for a selected group of wealthy consumers. Using a luxury brand, especially fashion one seems to make customers more confident, trendy and to have a feeling of belong to a high-class. Hence, the friendly interaction with customers by responding their posts, and encouraging them to participate in many activities such as mini-games on Facebook is really good for mass market brands but may lower the value of luxury brands in customer’s perception. Particularly, too friendly manner sometimes narrows a distance between mass-market consumers and luxury brands and therefore, it seems hard to drive the desire of owning luxury products to satisfy their needs and furthermore, to enhance their social status. For example, some successful luxury brands which are well-known all over the world such as Louis Vuitton bags or Hermes scarf never give away a gift like a 10% off coupon if you finish an online survey. The reason is that this approach may damage the premium of them. Also, online contests are rarely held for luxury brands because it may reduce their unique and may lower brand image in customers’ mind.
Luxury brands are controlled, exclusive, premium, and aimed for a selected group of wealthy consumers
(Courtesy : Pexel)
Consequently, managing a luxury brand requires marketers more careful, and clever in making a suitable social marketing strategy that allows maintaining the dream of customers about a luxury product. In particular, they should create and keep the distance of sacred psychological on social media channel so that value perception of these brands such as status signal, exclusive, and premium characteristics will exit in customers’ mind when they think about them. Furthermore, marketers should avoid over-friendly engagement between customers and luxury brands to prevent them from the think that brands are too easy to approach and access. Gradually, customers will equate the value of luxury brands with mainstream products on the mass market.
(Courtesy: Louis Vuitton)
Example: Louis Vuitton brand has a Facebook page but it seems just a bridge to link to its official website when introducing new collections rather than to interact with its consumers. It still keeps psychological distance with consumers to raise the desire of consumers about the brand as well as to maintain the brand image.
Have a good day & see you in my next pots! 😉
Digital Luxe: Social Media Strategies for Luxury Brands. (2018). Retrieved from https://pursuitist.com/digital-luxe-social-media-strategies-luxury-brands/
Godey, Manthiou, Pederzoli, Rokka, Aiello, Donvito, & Singh. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of Business Research, 69(12), 5833-5841.
Social media marketing in luxury brands. (2018). Management Research Review,41(6), 657-679.
Park, M., Journal of Business Research (2018), https://doi.org/10.1016/j.jbusres.2018.07.026
Photo courtesy of Pexel
Photo courtesy of Louis Vuitton Facebook page