One element that we cannot lose sight of in Bottega Veneta’s decision is that it has to have a bold strategy, but with solid objectives, to be able to venture into this type of measure.
More and more brands are giving way to actions that are designed in creative alternatives.
Communicating creatively in social networks has become key to be able to define increasingly daring guidelines in the market.
Bottega Veneta announced a few weeks ago that it would leave social networks and its measure has become an interesting bet with which this brand is interested in being able to develop proposals guided by creativity.
Social networks have been the great armed arm of brands to sell. From the outset, it is the first point of contact to communicate more and more boldly, since the objective has always been to sell from the branding that is executed in these media, this being the most difficult matter to carry out, since that your strategy competes against hundreds of thousands more, against a user who is often overwhelmed by the amount of content he can digest.
Bottega Veneta’s decision
Bottega Venera made an unexpected blackout of its social networks and thus imposed a trend within the luxury market, which continues to adapt to these media.
The measure of the brand has been audacious and a clear example of how important the use of these media has been as a communication channel.
Undoubtedly, trends of great value have been imposed in the market and the most important thing is that they have defined guidelines that today we cannot discard, since these define the ability of brands to be relevant.
The imposed guideline seems to want to break with the adoption that luxury was pressured to acquire, which is a rhythm imposed by electronic commerce and virality in social networks, to resume the path of exclusivity and artisanal.
In the latest quarterly report from Kering, the group that owns the luxury brand, its CEO François-Henri Pinault has revealed some insights that help us understand the decision to give up social networks.
As part of this decision, the manager has reinforced a very important point and it is the essence of Veneta, which from the beginning marketed products without labels and concentrated the value of these in the declaration that their designs made to consumers.
After the exit of networks, Pinault has warned that the social conversation of the brand will be in charge of ambassadors, who will continue to receive products to talk about it.
Get out of networks, right?
Many luxury brands have viewed digital with suspicion and e-commerce has not been their number one option for adapting their businesses to today.
Brands that like Tiffany & Co. have embraced digital, have done so with an e-commerce site that does not disappoint, on the contrary, reveals the brand’s need to sell.
In addition to this, the brands that have refused to consolidate in digital have been the subject of a market that sells their used products, considering that the value they have does not depreciate.