Can luxury brands hack their own growth?
Olivier Rousteing of Balmain opened his Instagram account in 2012.
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Rousteing’s “Balmain army” – a group of his personal friends who also
happen to define the cultural zeitgeist of today – has become as known
as his designs. This army includes, among others, Kanye West, Kim
Kardashian, Gigi Hadid, Kendall Jenner, Rihanna and Justin Bieber. Their
combined Instagram footprint: upward of 170 million, Chanel’s is 7.5 million.
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Balmain’s reach, cultural relevance and sales all kept consistently
increasing since 2012 – all with a little traditional marketing
investment. This is what makes Rousteing a growth hacker.
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In the meantime, there is H&M. This fast fashion retailer represents
another growth hack for luxury brands. It has collaborated with
everyone from Margiela, Stella McCartney to Karl Lagerfeld – and now Balmain – all of whom benefited from promotion, TV spots and magazine ads that accompany these collaborations.
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