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Research Outline
Prepared for Olivier Z. | Delivered March 27, 2020
Leading Fashion Brands - Promoting Their Brands
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Goals
To identify 2-3 case studies of leading fashion brands (such as Gucci, Burberry, and Chanel) that have had success on their social media efforts (primarily on Instagram) in promoting their brands.
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Early Findings
Gucci: Instagram Marketing
Social Media Marketing Efforts:
Luxury fashion brands use several channels for marketing to the
higher end market
. Social media channels, including Facebook and Instagram, are widely used among luxury fashion brands. Gucci, the luxury fashion giant, has been using social media platforms extensively "to
showcase their products
and to build stronger relationships with their audience." Their main focus is on promoting fashion products and engaging followers.
Instagram is the
favorite playground
of Gucci, which has a very large band of followers on the platform.
With more than
33 million Instagram followers
, Gucci "uses the platform for brand promotion as well as user engagement. It has also achieved a very nice level of user engagement on Instagram. Apart from promoting its products, the brand also
posts images and videos
from important events to keep its followers informed and engaged."
Success Metrics:
Earned Media Value (EMV) metric "measures how much a brand earns through
a mention or tag
in an influencer’s post.
Gucci was one of the
top five performing brands
in Instagram Earned Media Value in 2018.
The luxury brand earned
$192,365,466
in EMV.
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