great points about social media. sadly (or not) we're in the age of the economy of attention, the only way a new brand can actually get traction is a heavy presence on social media. legacy brands like Chanel, Bottega and others don't need that because they already have their names stuck on people's brain for decades.
All brands need a social presence. Including the Row & Bottega. Kendall Jenner isn't wearing a Margaux bag for free and ASAP Rocky & Rihanna aren't unpaid Bottega ambassadors. The way in which they market through social media may be different but they are all aware of the power of social media and actively allocate funds to cultivate a social media presence.
Super brands don't need social media whether people like it or not those brands have vaule. Due to their exclusive nature it makes people want them more those chosen feel good. Rihanna has a whole billion dollar brand yet she's still saying yes to being the face of LV and Dior because she's apart of something that only small percentage of people get the privilege to be apart of
But it’s precisely what you said that makes social media so inauthentic - everyone knows when they see a garment on Rihanna or some k-pop star that they’re contractually obligated to wear it, and the number of stylists and agents who’ve orchestrated even their Everyday looks means there isn’t an ounce of spontaneity or the individual left in celebrity dressing. You do occasionally get people like Florence Welch, whom you can tell actually owns and shops for quite a lot if he own clothes, and her alliance with Alessandro Michele feels like kindred spirits meeting and appreciating each other. As for the k-pop takeover of European fashion social media, I just can’t buy it - I can’t imagine Jonathan Anderson or Miuccia Prada listening to k-pop and going ‘yeah I like this, let’s work with them.’
great points about social media. sadly (or not) we're in the age of the economy of attention, the only way a new brand can actually get traction is a heavy presence on social media.
legacy brands like Chanel, Bottega and others don't need that because they already have their names stuck on people's brain for decades.
It’s definitely a privlege to not have to worry about this
All brands need a social presence. Including the Row & Bottega. Kendall Jenner isn't wearing a Margaux bag for free and ASAP Rocky & Rihanna aren't unpaid Bottega ambassadors. The way in which they market through social media may be different but they are all aware of the power of social media and actively allocate funds to cultivate a social media presence.
Super brands don't need social media whether people like it or not those brands have vaule. Due to their exclusive nature it makes people want them more those chosen feel good. Rihanna has a whole billion dollar brand yet she's still saying yes to being the face of LV and Dior because she's apart of something that only small percentage of people get the privilege to be apart of
But it’s precisely what you said that makes social media so inauthentic - everyone knows when they see a garment on Rihanna or some k-pop star that they’re contractually obligated to wear it, and the number of stylists and agents who’ve orchestrated even their Everyday looks means there isn’t an ounce of spontaneity or the individual left in celebrity dressing. You do occasionally get people like Florence Welch, whom you can tell actually owns and shops for quite a lot if he own clothes, and her alliance with Alessandro Michele feels like kindred spirits meeting and appreciating each other. As for the k-pop takeover of European fashion social media, I just can’t buy it - I can’t imagine Jonathan Anderson or Miuccia Prada listening to k-pop and going ‘yeah I like this, let’s work with them.’
So insightful. Your analysis and opinions are so spot on. Love your work.
Thanks so much, really appreciate it!
Gray market apps like Dewu in China must be worrying the likes of LVMH
Super brands dont need social media, bottega not having any social media makes them look more exclusive which will make people want them more.
Where is the real time footage of people wearing this stuff?, it looks good but who's wearing it?
Quiet luxury much?
Haha, very quiet
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