Fashion companies are working on finding other channels through which to communicate with their communities and build loyalty.
Now, fashion companies are working on finding other channels through which to communicate with their communities, and build loyalty.
This was seen at the end of 2022 with a Louis Vuitton campaign featuring Lionel Messi and Cristiano Ronaldo. The strategy proved to be a winning one for the entire industry, which quickly transformed its communication strategy to double down on this success. For the first time in its history, Facebook lost users in the last quarter of 2021, to the tune of some four million daily users between September and December 2021.
In just a few hours, the videos – and the criticism – came from all over the world, TikTok leading the way, to call out the pictures posted by the luxury house, so much so that Kim Kardashian even questioned her partnership with the label. On the contrary, the idea now seems to be to reach out to a wide audience by taking control of communication on all the available channels and, if possible, those popular with fashion brands' prime target, the highly coveted Gen-Z crowd.
This kind of custom and tailored media is a concept that could inspire more than one brand at a time when consumers are increasingly looking for a personalised shopping experience.
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