Find out Bottega Veneta’s marketing strategy!
What is the Bottega Veneta’s marketing strategy? Bottega Veneta is an Italian fashion house specialized in manufacturing leather products since its foundation in 1966. In 2001, this firm was acquired by the Gucci Group. They’ve focused on one of the most essential pillars of marketing from that point forward. This is to have visibility of exactly where your audience is.
Like other luxury brands, this fashion firm understood that its success also depends on its presence on social media. However, we can say that this has been one of the rules broken by Bottega Veneta. Instead, he has focused on another strategy built through the tools offered by marketing.
What is Bottega Veneta’s marketing strategy?
Luxury brands don’t have to follow the same patterns when it comes to marketing. This is one of the reasons why, in 2020, the brand decided to disappear from social media. The firm had deleted its Facebook, Instagram, and Twitter accounts from one day to the next. Something that caused a stir within the world of fashion.
For Daniel Lee, director of the brand, this has been a bold but correct decision. After all, besides not feeling much interest in social media, he considers that his marketing plan should focus on other objectives.
Additionally, the brand is not absent from social media with this action. This Italian firm keeps its website active and appears on social media through consumer and influencer marketing.
So, let’s see what Bottega Veneta’s approach is to using marketing.
Not using social media is a way to maintain exclusivity, Bottega Veneta’s marketing strategy.
This could be a very innovative marketing strategy, but there is a reason for this decision.
One of the main objectives of the brand is to have a community of fans and consumers.
They will be the ones who will do the marketing work by sharing information and the brand’s products through their social media.
Besides, this is the best idea for the brand to maintain exclusivity among its buyers. After all, to offer luxury, there must be exclusivity and inaccessibility. This way, the public can feel unique and special by belonging to that restricted group that can wear a garment or an accessory from the brand.
Maintain your individuality to meet consumer needs, Bottega Veneta’s marketing strategy.
Daniel Lee had the idea of deleting Bottega Veneta’s social media accounts. For this creative director, social media content can lose the brand’s individuality by delaying the creative process.
In fact, in one of his many interviews, he expressed that he sometimes checks his social media.
However, he considers that when everyone has access to see the same thing, it can be dangerous for the creative process of any brand.
For this creative director, a big problem occurs on social media: the herd effect. This is where instead of creating everything, it’s easier to copy. And by not knowing where an idea initially came from, brands lose individuality and block their creativity.
Luxury brands can also be successful outside of social media.
This attitude of Daniel Lee lies in the fact that the target audience for luxury brands isn’t found on social media. For him, the best marketing and advertising strategy are to go directly to the audience. And for this, a website may be the best alternative to achieve this goal.
Bottega Veneta launched an online magazine as a marketing strategy
If Bottega Veneta’s creative director is aware of anything, it’s that a marketing plan is the best companion for brands. So, by deleting his social media accounts, he later reappeared to create an online magazine.
This magazine has been beautiful and exciting from the get-go. After all, it’s made up of images, GIFs, audio, videos, and more. In the same way, we can consider this magazine as an innovative publication.
This is because it united both the physical and digital worlds in a single content block. As a result, a user can turn each slide just like turning the pages of a real magazine.
The magazine appears every quarter and includes the work of great celebrities to attract the consumer’s attention.
Besides, each release and is full of creativity are related to each season to offer proposals that are in trend.
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