Luxury brands using Facebook commerce – Since this is the age of digital and Facebook is becoming one of a brand’s most prominent marketing channels, it only makes sense that marketers should rearrange their pages to allow social shopping.
In 2011, some luxury marketers have taken advantage of the landscape by letting customers buy products on Facebook.
One smart retailer out of the gate was Italian jewelry and accessories manufacturer Bulgari. It continued the push of its Mon Jasmin Noir fragrance with ambassadress Kirsten Dunst by creating an Enchanted Garden Facebook app where consumers can buy branded products.
Consumers can go to different parts of the garden where they can “check-in” via Facebook, discover new content and begin their purchase process.
Additionally, apparel designer Oscar de la Renta is using Facebook to sell exclusive products available only to fans of the brand on the social network site. There is one original item per month.
Furthermore, British label Burberry broke into Facebook commerce with the release of its newest fragrance Burberry Body.
Additionally, Diane von Furstenberg, on the other hand, allowed consumers to buy a limited-edition, Facebook-exclusive wrap dress with its wrap-of-the-month promotion.
By allowing Facebook commerce, luxury marketers are not only driving sales, but are keeping consumers coming back for more if they offer monthly exclusives similar to Diane von Furstenberg and Oscar de la Renta.
Examples of luxury fashion brands using Facebook:
- Burberry Twitter Followers: 1,966,993 Facebook Likes: 15,480,163 Instagram Followers: 872,635 Always the first to market, Burberry is on everything from Google Plus to Instagram video. And the brand, which prides itself on technical innovations on- and offline, is careful to create the right content for the right platform. On Instagram, you’ll find lots of product shots, while Facebook focuses on video.
- Louis Vuitton Twitter Followers: 1,132,388 Facebook Likes: 14,292,047 Instagram Followers: 545,690 One of the first pure luxury brands to make its way onto several platforms, Louis Vuitton is great at conveying its message through the more casual lens of the web. The company’s ongoing “Art of Travel” campaign serves itself particular well to social media.
- Michael Kors Twitter Followers: 1,320,917 Facebook Likes: 5,455,337 Instagram Followers: 952,841 The Project Runway judge’s congenial personality lends itself to the brand’s Youtube shopping videos and other fun initiatives.
- Gucci Twitter Followers: 799,048 Facebook Likes: 11,089,514 Instagram Followers: 696,714 The storied Italian fashion house’s latest social media efforts include a watch campaign released through Myspace.
- Dolce & Gabbana Twitter Followers: 894,137 Facebook Likes: 7,104,724 Instagram Followers: 384,188 Dolce & Gabbana was early to the social media game, and the brand loves trying out the latest platforms, such as Vine.
Pick a platform
Brands need to remember that different platforms breed different responses.
L2 Think Tank’s latest social media report makes the case that Instagram is beginning to outstrip veteran platforms because of its proliferating and attractive user base, high engagement levels and ecommerce conducive format.
Visual commerce company Olapic collaborated on the report with insights, such as user-generated images presented on brand Web sites increase conversion by 5 to 7 percent and boost average order value by 2 percent. Luxury fashion brands such as Michael Kors, Burberry, Louis Vuitton and Marc Jacobs have emerged as dominant Instagram players, suggesting that Instagram is ideal for an “evolved form of window-shopping” (see story).
“Fashion brands have used their blog, Facebook, Pinterest, Twitter, Vine, Instagram, Keek, Viddy, YouTube and other social platforms to share their presence at fashion week this year and previously,” said Brian Honigman, New York-based content marketing consultant and social media marketer. “What the social platforms that are most frequently used at fashion week have in common is the ability to quickly and easily upload visual content, both video and images, in real-time from a mobile phone and therefore, often giving front row access to a show as it’s happening.
“It’s important that any content being created for use on social media doesn’t interrupt the experience of in-person viewers, which is the most important rule,” he said.
“Consumers know that they can be sure to follow their favorite fashion brands on social during fashion week to see exciting content, so it’s important for fashion brands to not only meet these expectations but exceed them.”
Instagram Is Shaping Up To Be The World’s Most Powerful Selling Tool
One-click shopping through Instagram isn’t yet possible, but MK found a workaround with #InstaKors – collecting email addresses from ‘Gram followers and connecting them to their profile handles. Fans that want to purchase something in an #InstaKors-tagged image can double click and an email with a direct link to the product featured will be sent to her inbox.
Social media competitions- Michael Kors.
Michael Kors, a brand that’s proved savvy with its social media over the years, has recently enjoyed success by engaging fans on Instagram with user generated competitions. In their latest contest they invited fans to take photos of themselves wearing their watch and tagging it #MKTimeless, entrants were offered the opportunity to win a limited edition Kors watch. Such was the enthusiasm for the contest, over 3,000 of the overall 8,600 entries were submitted in the first 24 hours, ultimately boosting Kors’ Instagram following by 50%.
Why are social media competitions successful?
- It creates a hype and buzz around the brand and social media
- It gets everyone involved and creates more interest and intrigue building up the brands reputation.
- Keeps loyalty with their customers
- Customers could be in with a chance to win a Michael Kors watch.
- Instagram allows people to see everyones shared post and refer back compared to Facebook and Twitter. These posts will be hash tagged and streamed through Instagram which can be showed worldwide for everyone to see. This creates and widnes the market and access to the brand thus inviting and intriguing new potential customers, and at the same time giving back to the exiting customers with the loyalty of being in win a chance to winning a new watch.
Conclusions and elements to take forward:
- By allowing Facebook commerce, luxury marketers are not only driving sales, but are keeping consumers coming back for more if they offer monthly exclusives.
- Selecting the right platform for target audience. Instagram would be the one that would appeal to my intended audience as it is right in the treat of 20-45 year olds who frequently use this as a platform. Not everyone uses Twitter and Facebook has that many posts that you can always see and can be filtered. This means that you could miss out on an update or latest post. On Instagram the use of hash tags allow the sharing of posts which spread world wide to which anyone can see.
- Use of celebrities allow people to have that instant attraction. It allows people to aspired to look to be like that, if ‘so and so is doing this i want to’.