What is content marketing for luxury fashion?
Mexico – Content marketing is a buzzword in the world of marketing, with social networks as its foundation, and it is becoming more and more important in the realm of luxury fashion, as brands compete for new clients in a global market. In the past, luxury fashion companies focused entirely on their key customer, who represented a small portion of the market. But today, to be relevant, they must also be part of the larger cultural conversation.
So what is content marketing? We spoke with Schanel Bakkouche, editor and stylist at Vogue International Publications and founder and creative director of the advertising agency SFB Creative, about this strategy that luxury fashion brands are beginning to use more as a way to connect with current customers and attract to a new clientele.
Do you prefer to listen? The entire podcast on Content Marketing for luxury fashion can be found here.
According to social media marketing expert, Schanel Bakkouche, content marketing is primarily about customer effectiveness. It is a means to connect with current and potential customers through a unique brand voice. She states that “it’s about entertainment and information”. And she points out that “content marketing is not a channel in and of itself, but rather one part of a larger conversation across multiple channels.” This can include a brand’s website or physical stores, but also includes third-party platforms like Instagram, TikTok, and Pinterest that offer organic and paid options.
Regarding luxury fashion, Schanel notes that luxury brands have largely focused on photography, or generally high-production-value images that could be shared on television or in a magazine. “Unsurprisingly, the themes focused on the brand’s history, materials, and cultural associations,” says Schanel. “For luxury brands, the primary value of content marketing lies in its ability to engage, persuade and evangelize discerning audiences with the language and elevated aesthetics unique to luxury.” These issues are still important, but they need to be seen in a larger context, where many of the people who engage with content marketing may never buy anything from the brand, but they continue to participate regularly. This requires brands to constantly produce and deliver content, which is expensive and often has no real direct return on investment.
However, as Schanel points out, brands cannot afford not to attract customers in this day and age. And despite its cost, it can be a very effective discovery tool compared to traditional media, as long as it’s high-quality and strategic. “Great content can often be a key engagement mechanism for customer acquisition by delivering content through native advertising, or on any paid social media, display advertising, or Instagram profiles of customers. growing social influencers that exist today,” says the expert.
According to Schanel: “In a world where consumers are receiving thousands of brand messages a day, and at a time when consumers are increasingly using ad blockers, brands have to find a way to connect with consumers by entertaining them, providing them with new knowledge and information; offering them a sense of belonging”. And this can come through dynamic videos and images, but increasingly it encompasses other formats, such as long-form videos, elaborate posts published multiple times a day, and city guide apps. “I think that today everyone likes a good story and luxury consumers are no exception,” says the expert. To which she adds: “The new frontier is brand series,