In today’s digital age, fashion brands cannot thrive without a strong social media presence, as it has become a fundamental platform for marketing, customer engagement, and brand visibility. Social media allows brands to connect directly with their audience, showcasing new collections, building narratives, and tapping into cultural moments instantly. Platforms like Instagram, TikTok, and YouTube are especially crucial in the fashion industry, where visual storytelling plays a significant role in influencing consumer behavior. These platforms provide brands with global reach, giving them the opportunity to engage not just with potential customers but also with influencers, celebrities, and trendsetters. Without a social media presence, a brand risks becoming invisible in an industry that is highly competitive and fast-paced. Social media also allows for rapid feedback and interaction, where customers can engage with a brand’s values, aesthetics, and culture in real-time, making it essential for both growth and survival in the modern marketplace.
Bottega Veneta’s decision to delete its social media accounts in early 2021 sparked conversation across the industry. It seemed like a bold statement against the norms of digital marketing, yet the brand’s strategy evolved in a way that still heavily relied on social media’s influence. Rather than maintaining its own accounts, Bottega began working with some of the most influential social media stars like Imane Khelif and Jools Lebron, who effectively became ambassadors for the brand online. This move demonstrated that while a brand may opt out of directly controlling its social media presence, it cannot fully disconnect from the digital landscape if it wants to remain relevant. By working with well-known figures who command millions of followers, Bottega harnessed the power of social media influencers to sustain visibility and cultural relevance. This approach highlights that, even in cases where a brand tries to operate outside traditional digital marketing channels, its survival and success are still deeply tied to the social media ecosystem.
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