Monday, 29 June 2009

It’s The Battle Of The Brands On Social Networking Sites – 29/6/09

Our favourite luxury brands are firmly on the Facebook and Twitter bandwagon. In a recent WWD Fashion article, it was revealed that Gucci joined Facebook in November 2008 after finding out that 50,000 fans were following a bogus Gucci site.Gucci’s official site currently has 404,152 fans. And in March, they launched their Twitter page and have 3,283 followers.

Gucci take their Facebook status seriously and update their site weekly with photos, videos and product announcements.Their Marketing and Communications Director, Robert Triefus, said, “If you’re not updating on a timely basis, individuals are disappointed.” And their efforts are working; research by Vitrue, a social media consulting firm, said that Gucci is the most talked-about brand. Other popular companies were Target, Gap, American Apparel and Urban Outfitters.

Here’s how the other luxury labels shape up on Facebook:

Hermes: 43,982 fans

Louis Vuitton: 145,503 fans

Tiffany: 151,831 fans

Chanel: 381,775 fans (although it’s hard to know whether this is an official site as the campaign postings are not the most recent, however we did think that with close to 400,000 it probably is 'the official' site..).

Burberry: a phenomenal 650,929 fans. Burberry have definitely realised the importance of creating a more personal approach.

Social media is “a little bit of a Pandora’s box,” said Gucci’s Triefus, but luxury brands shouldn’t be scared. These sites can provide many benefits, including giving brands a personality and accessibility, which is often difficult to achieve through traditional mediums, such as print advertising. They also give instant feedback and great consumer insights.

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Melinda O’Rourke is the founder and Director of MO Luxury, a dynamic, Sydney-based management firm specialising in luxury brands and services. Melinda and her associates at MO work with local and international brands across prestige retail, fashion, fine jewellery, timepieces and specialised services. Melinda is well-connected, well-read, and well-versed in the demands of the luxury market and its client base. Her advice is firmly based in objectivity and ultimately, accountability. Melinda offers constructive counsel and both strategic and creative thinking and is able to draw upon a strong network of specialised talent to compliment the MO Luxury team as needed. Melinda enjoys excellent industry relationships and is regularly quoted in the business and fashion media. Read more about MO Luxury,