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[arm_restrict_content plan=”1,” type=”show”] Despite the closure of their network of boutiques, luxury brands are not lacking in communication strategies and marketing ideas. Louis Vuitton, Dior, Yves Saint Laurent and Omega, a number of major houses have presented their latest innovation nugget: the “live streaming”, namely the live streaming of exclusive videos on the Internet. An interactive digital strategy that promises to bear fruit in these times of global crisis.
In the midst of an unprecedented health crisis that is hitting the fashion and luxury economy in the face, it’s time for innovation to counterbalance the dangerous effects of Covid-19. And it’s not the big houses that are ignoring it.
In order to compensate for the dramatic drop in their turnover, many luxury brands have decided to go live streaming. A 2.0 technique that allows the broadcasting, on e-commerce platforms, of new content such as images of new fashion pieces or sequences of fashion shows, unless they are presented in “real life” due to confinement.
An opportunity for brands to showcase their new collections and sell their products.
Thus the French house Louis Vuitton chose the Chinese platform Xiaohongshu to unveil its new 2020 collection from its flagship store in Shanghai on Thursday, March 26. The spectators-consumers were able to buy, live from the event, items from the new collection, such as a monogrammed parka.
The luxury house Dior also organized a fashion show in China of its latest spring-summer 2020 ready-to-wear series, which was broadcast live on four platforms: Douyin, Tencent, Weibo and Huawei. The live streaming of this fashion show brought together almost 30 million virtual visitors, mainly Chinese. A record number of views that demonstrate China’s ambition in the digital world and which above all reflects the new enthusiasm of brands for social media 2.0.
A very appropriate Social Media strategy at a time when nearly 4 billion people worldwide are being confined, and which Dior’s artistic director, Maria Grazia Chiuri, is very pleased about: “I am very grateful to Dior for having formed a digital team to communicate with young people in the way they are used to, so that they can learn more about the rich meaning of Dior behind the product. […] I would be delighted to see Dior’s historical heritage and my creations “translated” into the language of the new generation. ” she told the women’s fashion daily WWD.
These social commerce platforms hold out the promise that, despite the containment measures linked to the coronavirus pandemic, distance purchasing and the unveiling of new fashion pieces will still be possible. And that, therefore, the dynamics of the fashion and luxury market will not be totally broken.
Many luxury firms also announced that they were investing in these live streaming platforms, which have become the symbols of tomorrow’s e-commerce. This is the case of the brands Loewe, Givenchy, Yves Saint Laurent, Fendi, Omega or Salvatore Ferragamo, which have all created spaces on the Xiaohongshu platform, the most in vogue of the moment.
This investment in digital technology allows the fashion and luxury sector to increase its online presence to avoid losing visibility in the light of the coronavirus pandemic, and therefore to compensate for the economic losses linked to the cessation of sales in stores.
A new form of communication that also invites the brands to increase their creativity and inventiveness, which could well be the new Eldorado for fashion and luxury brands.
Read also> Coronavirus: how is the fashion and luxury industry organized to fight it?
Featured photo: © Dior
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[arm_restrict_content plan=”1,” type=”hide”] Despite the closure of their network of boutiques, luxury brands are not lacking in communication strategies and marketing ideas. Louis Vuitton, Dior, Yves Saint Laurent and Omega, a number of major houses have presented their latest innovation nugget: the “live streaming”, namely the live streaming of exclusive videos on the Internet. An interactive digital strategy that promises to bear fruit in these times of global crisis.
In the midst of an unprecedented health crisis that is hitting the fashion and luxury economy in the face, it’s time for innovation to counterbalance the dangerous effects of Covid-19. And it’s not the big houses that are ignoring it.
In order to compensate for the dramatic drop in their turnover, many luxury brands have decided to go live streaming. A 2.0 technique that allows the broadcasting, on e-commerce platforms, of new content such as images of new fashion pieces or sequences of fashion shows, unless they are presented in “real life” due to confinement.
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Featured photo: © Dior
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