Burberry Body on Facebook
Although f-commerce is in its infancy with many brands feeling their way in this channel, here at Diligent we thought we’d remind ourselves of two brands in the premium fashion market that are acknowledged to have done well in this area so far:
Firstly, (and you probably knew this was coming) Burberry. Named as the most digitally competent luxury brand in a “Digital IQ” report carried out by New York University think-tank LuxuryLab – known as L2, Burberry was commended for its use of Facebook – offering fans exclusive early access to its newest fragrance Burberry Body.
Consumers wanting to sample the product were invited to ‘Like’ its page to register for a free sample (resulting in over 8.5million followers). Consumers were able to buy the fragrance as well by clicking on the Burberry Body tab on the brand’s Facebook page.
This use of Facebook was a great way of creating a buzz around the product by getting Burberry Body into the hands, on the skin, and most importantly on the lips of nearly 9 million Burberry fans – the people most likely to talk about and recommend the brand to their friends.
Secondly, Oscar de la Renta – the first luxury brand to launch a Facebook commerce initiative contained entirely on the social medium.
The brand’s first Facebook shopping experience was for the debut of its Esprit d’Oscar solid perfume ring and the second featured 4 enamel bangles, as seen in Oscar de la Renta’s December runway show – all part of an overall plan to consistently introduce new products over Facebook.
The company’s CEO, Alex Bolen underlined the importance of f-commerce to the brand by saying “The Facebook community is obviously massive, huge and [continuously] growing, and to be able to communicate effectively and to engage the community surrounding our brand is a hugely important objective.”
While Oscar de la Renta was not the first high-end fashion company to implement an F-commerce component, it was the first to offer a commerce experience from beginning to end without leaving Facebook. In fact, the whole transaction could be done either on a tab on the brand’s page, or if the user preferred, without even leaving his or her newsfeed.
Two examples of premium brands approaching f-commerce with a clear and distinct strategy within their overall marketing mix and as f-commerce develops we’ll be keeping an eye on the most interesting innovations and best performers in this area over the coming year so watch this space…