KM FASHION
Italian luxury brand Bottega Veneta cancelled its Twitter and Instagram accounts on January 5 after launching its exclusive spring 2021 series, and hid all posts in its Facebook account.
Given that the fashion industry is increasingly relying on social media to attract consumers—especially when it is necessary to maintain social distancing—as a brand that is highly sought after by young people and is on the rise, Bottega Veneta’s move to leave social media is surprising. It has also triggered heated discussions in the industry.
Group Chairman and CEO Francois-Henri Pinault explained the reasons for Bottega Veneta's withdrawal from social media. He said that Bottega Veneta has decided to rely more on its brand ambassadors and fans based on its own positioning, and provide them with topical materials through various social media, and through them to speak for the brand, rather than actively participating in the brand itself.
Observing numerous brand accounts, we can find that many of the official accounts of brands have become tasteless. They are only forced to keep updated due to the market situation, but they are actually creating non-nutritive information junk. On the contrary, building a brand with a sense of mystery can attract consumers to actively search and produce content independently, thereby producing a word-of-mouth effect.
But brands must also be wary of the risks of completely surrendering the initiative of brand social media communication. This means that the creation of the brand image is completely done by social media. There are many uncontrollable factors. For example, Twitter now has users registered with Bottega Veneta's official account information.