With traditional print media going the way of the dinosaurs, advertisers have been forced to adapt accordingly. With magazine subscriptions and newspaper circulation numbers steadily declining, advertisers are turning to interactive digital channels to raise brand awareness and connect with consumers.
Within the fashion industry, social media has been the next great frontier with brands, particularly luxury brands, utilizing outlets like Twitter and Facebook as a way to connect with their customer base. Once adverse to online endeavors, fearing that Internet exposure would cheapen their storied reputation, luxury brands are now eagerly embracing the digital sphere...possibly because they no longer have a choice.
Premium French sportswear label Lacoste is the latest luxury brand to establish an online presence. The maker of the iconic crocodile logo polo shirt, whose ads were a regular sight in magazines like Vogue, has decided to forgo print ads entirely, devoting its entire $12 million marketing budget for internet ventures (including a new website where users can build Lacoste wardrobes which can be shared on social networking sites).
Tiffany & Co. launched a Facebook fan page that touts over 208,000 fans. Branded in Tiffany colors with a beautiful landing page, what I find most intriguing is that they have an active discussion board, something that many brands are lacking.
Also getting in on the act? Purveyor of the aspirational WASP lifestyle, Ralph Lauren, recently introduced an application for the iPhone that allows users to easily shop from their phone. Similarly, high end cosmetics brand Estée Lauder launched a makeup widget in collaboration with Taaz.com that allows people to upload their pictures and test new products on their faces virtually.
However, it remains unseen whether these brands’ digital outreach will resonate with consumers and will ultimately deliver the same ROI as publicity via print. What do you think?
Posted by Stephanie Zychowski on December 13, 2009 8:13 AM
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