How digital marketing makes designer brands accessible

Enjoy Digital
By Enjoy Digital
3 minutes to read

It’s happened to us all. We’re flicking through a magazine and we do a double take. Something gorgeous has caught our eye but unfortunately, there’s an outrageous price tag attached.

It’s undeniable that luxury goods are aimed at a very limited audience and yet many designer brands have huge levels of engagement on social media. Lamborghini has 12 million Facebook likes, Gucci has 15 million Instagram followers and Versace has 3.6 million Twitter followers respectively. So, what are designer brands doing to appeal to the masses rather than concentrating on a select, affluent minority?

One does not simply appropriate memes

Gucci is not afraid of avant-garde fashion and, as it turns out, it’s not afraid of avant-garde social media either. #TFWGucci played out across the brand’s major social media channels and invited artists to recreate memes featuring a brand new Gucci watch.

The campaign generated a decent amount of buzz on social media channels, with opinion divided. Some critics thought it was out of step with the brand whereas others argued it was a prime example of Gucci adapting to the digital world.Whether considered on or off brand, the fashion powerhouse succeeded in provoking conversation among a demographic it wouldn’t otherwise have reached.

Whether considered on or off brand, the fashion powerhouse succeeded in provoking conversation among a demographic it wouldn’t otherwise have reached.

Keeping up with the Jones Bakers

Earlier this year Ted Baker launched an interactive campaign called ‘Keeping up with the Bakers’. The campaign was accompanied by a 360-degree onsite ‘film experience’ which had the feel of a classic 1960s American sitcom. Users could explore the Bakers’ home and follow character scenarios throughout. Meanwhile, Instagram further developed the storylines through Instagram Stories to complete the multi-platform experience.


As users could only complete the full storyline if they accessed both platforms, the campaign had an air of exclusivity about it. Much like the designer items Ted Baker sells.

Making it rain

Burberry’s dedication to immersing consumers into its brand is unrivalled. Digital innovation is now at the forefront of Burberry’s shops and none more than its Taipei store.

‘World Live’ centred on a 360-degree weather experience, which took the climes of Britain to Taiwan allowing viewers to ‘live’ the Burberry brand.

The campaign is part of a wider push to incorporate digital into the shopping experience. This has expanded to flagship stores around the world, using music and interactive displays to enhance the shopper journey.

Of course, this isn’t a great way to engage with audiences who won’t find themselves in Burberry shops. Being the digitally-savvy brand that it is, Burberry has taken to social media in a big way to appeal to and attract a wide audience.

Where other designers like Tom Ford insist on top-secret catwalks and no photography policies to protect their brands, Burberry has taken the opposite approach. The fashion house now streams its shows live from the front row, allowing viewers a first look at the new season trends and the added feeling of rubbing shoulders with fashion’s elite.

Social media is key

Social media has helped brands reach demographics that are both within and outside its target audience. Whether this is a fortuitous coincidence or the result of a keenly thought through plan, designer brands are no longer for just top earners.


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