Should luxury fashion split up from Big Tech?

Bottega Veneta started 2021 with a bold move. Without warning and with no explanation the Kering-owned Italian luxury brand deleted all of its social media platforms. The move has caused a stir in the fashion industry as the brand even deleted Instagram (where it had over 2.5 million followers), an app that brands heavily rely on to curate their image, market new products and as a result of the app’s recent updates – even make sales.  The brand has declined to comment on the strategy at hand, leaving many bewildered by the idea of a brand as powerful and on the rise as Bottega Veneta going dark. 

Although this move came as a surprise to many, some experts have been hesitant about the use of social media as a primary marketing tool for luxury brands. In an analysis of a luxury insiders’ survey among 500 executives working in the luxury industry, for the past three years, the survey shows social media is grossly underperforming luxury companies’ expectations. Digital channels like Instagram have become more crowded and interaction with followers on these platforms has decreased as users’ feeds are filled with lookalike ads. For brands, Instagram presents a constant battle with the app’s algorithm to make sure their posts reach the top of their followers’ feeds. Bottega Veneta’s creative director, Daniel Lee, has been vocal in the past about his contempt for social media saying, “It hinders rather than aids the creative process. Everyone see’s the same things it is not healthy nor productive. It does not breed individuality.” Bottega Veneta is searching for a creative new strategy to attract luxury customers. The brand may be trying to bring back some of the mystery that once existed around luxury fashion houses in particular. The move will also allow it to use its previous social media budget and resources into other more creative projects.

What makes this move so surprising to so many is the timing. In a global pandemic, fashion brands both large and small need social media more than ever as it is the only channel they can use to reach out to their consumers. Will Bottega Veneta be able to find new ways of engaging its loyal customers whilst drawing in new ones without the use of social media? Brand and marketing experts have stressed the difficulty the brand may face of replicating the broad reach of social platforms through other channels. However, the decision was welcomed by major forces in the fashion world including GQ and Vogue, which branded the decision as “refreshing.” Nearly 80% of luxury sales today are “digitally influenced.” The typical luxury shopper now pursues a mixed online/offline journey often seeking suggestions from trusted influencers. Bottega Veneta is a name that has become synonymous with influencer and celebrity culture – and yet it has now removed itself from the very platforms that contributed to its rise. For example, in the past year Bottega Veneta’s lime green puddle boots quickly became one of 2020’s most coveted fashion items after they caught the attention of many strong influencers worldwide. Celebrities and influencers will therefore, no doubt continue to help boost the brand by marketing its products on their own social media platforms even if the brand itself does not have an account.

Bottega Veneta’s decision may likely prompt other fashion houses to reconsider their use and presence on social media platforms as well. However, there are many professionals in the industry that are questioning the longevity of the brands hiatus from social media. People are speculating that it may just be a marketing tool to draw attention to its upcoming release of its Spring/Summer 2021 collection. The Bottega Veneta careers website indicates they are currently hiring for a global social media manager. Is this a social media detox or is this an atypical social media strategy to intrigue their followers?

by Camilla Groeller