LUXURY & MILLENNIALS: OPERATION SEDUCTION
Millennials may not often have a budget that stretches to Fendi, Gucci, Dolce & Gabbana, or Burberry, yet these young influencers seem to be becoming key targets for the luxury sector. Ever more labels are investing in their social media presence, with some now offering innovative digital platforms designed by and for Millennials. It’s a little revolution in the luxury sector, which used to be more aloof and elitist.
Street culture, artistic performances, unique spaces, it boys & girls, music… the range of activities is huge. One of the first brands to catch on was Gucci, creating buzz with #GucciGram, giving young artists the chance to rework the label’s iconic patterns. This took years off the Italian fashion house. Last summer, artists and sportspeople posted videos on the brand’s snapchat account as part of the #24HourAce video project, showcasing Ace sneakers. Louis Vuitton launched a similar advertising approach, choosing Jaden Smith and Lightning (heroine of the Final Fantasy game) for its SS17 fashion campaign, while Dior has just launched a digital campaign for its Poison Girl perfume, along with five tutorials on how to dance like an it girl.
When it comes to ‘it crews’, Dolce & Gabbana takes first prize. This summer, their 100% Millennials campaign featured children of the rich and famous, bloggers, instagrammers, musicians, and models. For the Fall 17 Menswear runway show in Milan, last January, the brand invited 51 influencers up onto the catwalk, much to the delight of their friends on the front row. A highly ‘likable’ show, since between them these ‘Nuovi Principi’ (‘new princes’ — the title of the show) have several million followers.
New faces, like Iris Law, are hitting the big time. Jude Law and Sadie Frost’s 16-year-old daughter is the new face of Burberry Beauty’s ‘Liquid Lip Velvet’ campaigns. With 39,000 followers, she may not be up there with Dolce & Gabanna’s ‘Princes’, but the British brand is banking on her name, her pout, and her very British charm.
In the face of steps being taken by other big fashion houses, Fendi is offering a brand new approach that lets the younger generation take center stage. On February 8th they launched the digital platform ‘F is for…’, allowing the brand to stand out in strategy and content alike.
‘I don’t want you to sell anything, no products’, says Cristiana Monfardini, the brand’s Worldwide Communications Director. ‘It’s a way of communicating to the Millennials, what is Fendi’. (Observer).
Built with assistance from four interns, none of whom had any previous experience in fashion, the platform looks like a slick blog or magazine. Think flashy colors, emojis, punchy music, portraits of cool kids, and fashion editorials created using only an iPhone 7.
The platform is organized into five distinct sections: Freaks, fulgore, faces, freedom, and fearless — mixing art, culture, music, and fashion with live events, parties, gigs, and runway shows. The content is powerful, finding the balance between innovation and authenticity, designed to be easy to share across social media. The aim is clear — the fashion house isn’t trying to sell anything or make a profit from the platform, but rather to enter into a dialog with the younger generation. To top it all off, the launch party for ‘F is for…’ was the most memorable at New York fashion week. An immersion experience with artistic performances, live DJs, and VIPs. It was an explosive mix that won over the digital world.