Nostalgia
The longing for the past and better times drives this third communication strategy—the need for authenticity caused by the screen fatigue of the fast and oversaturated media where the line of real and fake is barely recognizable. People are drained by the image flooded social media and staying in front of the screen for hours, looking to the past for comfort. Brands will have to adapt their strategy to a more meaningful and slower way of communication, away from the picture, perfect social media content.
Brands have been competing online for the 24-hour social media halo, earning a short amount of attention before blurring into the ocean of daily posted content. The fashion industry has been in fast mode for too long, and online connections have only accelerated that speed. People and brands understood that it is exhausting, expensive, wasteful, and disregarding the right things.
Luxury fashion brands always had a love-hate relationship with social media. One is aspirational and exclusive; the latter is attainable and inclusive. Although fashion has undergone democratisation, luxury labels are ambivalent about being unavailable yet everywhere. Bottega Veneta was the first brand ever to scrap its social media presence, a move that causes a considerable media buzz. By disappearing from social media, the brands' digital image can be created by anybody with a following. "In this way the move seems at once tyrannical and democratic, completely exclusive yet all-encompassinglyinclusive." (Wittmer, 2021: on line). The disappearance from social media may be a new kind of luxury, by distancing oneself from the noise and the endless sharable and forgettable content. Nonetheless, this is a marketing strategy, not every brand can afford.
Other brands tapped their toes into revisited models from the past, introducing new physical ways into the digital sphere. Phygital has been one of the terms widely used in marketing the past year, having brands introduce new ways on how to bring some nostalgia into the mainly online based world we live in. The digital has become the new normality, and people seem to need more to capture their attention- meaningful, authentic, interactive and new content. Brands will have to step back and understand that sometimes the "simpler" route draws more success than another extraordinary digital element.
This section will look at some winning strategies created by brands exploring new communication techniques adding a sense of nostalgia. With the digital world taking over peoples lives, authenticity has gained recent relevance. Brands are revisiting the luxury of print and the importance of phygital. Also, they are exploring new ways of audio connections with their customers and tapping into the field of cinema.
New Prints
The pandemic has shown that the fashion industry cannot go back to what it was once before; however, that does not mean that we need to forget everything from the past to create something new. Brands had to be fast to move their communication strategy to the online world, disregarding any other ways than social media to communicate to their customers. However, with nostalgia guiding this strategy, a few brands understood that to be different, they will have to look in the past to create something new.
With the virtual world being on the rise, old-school "print" materials seem to have their moment of newness. Some brands understood that fashion shows cancelled and no chance for any other live connections; they have to be creative to bring some form of physical into peoples lives. From DIY boxes to printed magazines, tactility has become an essential part of brand communication. However, with restrictions in full force, some brands found other ways to bring some sort of authentic content to their customers by reinterpreting old modes of communication and turning them into something new. The possibilities are endless. Consumers want to see content that seems to stand the test of time for longer than just 24 hours.
Loewe Show in a News Fall/Winter 2021
newspaper with headline show has been cancelled
innovative ways of presenting shows: show in a box, show on the wall
newspapers included an attachment of the show as New York Times
includes newspaper, images, paper cutters, the leather mat, excerpt from The Affair by writer Danielle Steel
the message: encourage people to read, we are all in this together, irony
“Dear reader, the Loewe show has been cancelled, but our lives continue. We’re just living in a different context and we have to move on, whatever happens. The show is the news, and it’s in the news. Coming directly to you in the your everyday life and ideally enjoyed with a morning cup of coffee. I hope you enjoy browsing these pages and that they bring you all the energy we put into creating them.”
Pros:
innovative way and draws attention
spreads news all around the world
give people an physical element
creating something with meaning
Cons:
not available to everyone
harder to communicate online
Valentino Collezione Writers 2021 Milano Ad Campaign by Donna Tartt, Elif Shafak, Janet Mock, Lisa Taddeo, Matthew Lopez, Ocean Vuong, and Yrsa Daley-Ward
unites fashion and literature
writers examine the personal power of fashion
diverse and personal series of explorations on physical and emotional associations in the house’s work
sensitive campaign towards art and the world
the message: slowing down, taking the time to read something with meaning that speaks louder than images
progressive and disruptive
questions fashions speed and superficiality
Pros:
authentic and meaningful communication
gives people the chance to reflect and slow down
supports other industries
questions the fashion industry and the speed
Cons:
risk of being text-only
requires patience and engagement from consumers
Audio-visual journal “The Issue” by Bottega Veneta
reinventing the old into something new
not following the pressure of social media
original photography, film, collages, CGI videos, images of the collection, and design sketches
audio-visual elements, fluid – reader still has control
launched 4 times a year, coinciding with collection launch in store
the message: progressive and thoughtful, spreading positivity
brands are becoming the new media
creating special content for their real customers and fans
Pros:
brand becomes the media
creating special content for the super fans
not competing on social media
bringing meaning into communication
Cons:
non fans might not find the magazine
no visibility on social media
Authentic Social
In response to peoples screen fatigue and desire for community connection, people are searching for new and more authentic forms of entertainment to connect. Brands need to step away from the visual clutter to authentically connect with their customers in new spaces. Platforms spreading social sonic experiences are Clubhouse, Discord, Cappuccino.fm, branded radio broadcasts, podcasts or other branded authentic socials.
The importance of audio has become increasingly evident over the last years. Fuelled by the desire for connection and disconnecting from the screens, audio-led platforms offer comfort, adding intimacy, immediacy, and rawness into consumer experiences. Voice and sound, even underlined with meaningful visuals, has become the way people are connecting again. For brands, this means to find their niche through their identity fuelled by the importance of authenticity, thoughtful conversations and intimacy.
Versace “Medusa Power Talks” on Social Media and Clubhouse
Medusa Power Talks on Social Media and Clubhouse
magnify voices making a step gender equality and champion female power
Medusa symbol of power, for Versace she represents unapologetic authority and female empowerment, signifier of fearless Versace woman
the message: supporting women and female empowerment, giving a platform for a better future of gender equality and female power
live panel discussion of Clubhouse
Pros:
exploring new and emerging platforms
holding authentic conversations about intrinsic brand topics and values
giving a platform and a voice for change
reaching people with the same values and beliefs
Cons:
brand will need to also show change in their company to be authentic
no focus on product
not everyone has access yet
Radio Sunnei – 24 hour visual and acoustic streaming platform (launching soon)
platform to listen and watch with no break
destination for good music and nice visuals
the message: creating a space for their community and those in search of ideal atmosphere
becoming visual and acoustic background to every facet of lives of their community
24-hours streaming and special visual content
music is part of brand identity – connect to label´s community
Pros:
being authentic with the brand´s identity
nurturing the community
connecting with them on deeper level
reaching new people
Cons:
not leading to sales on platform
Off-White ”Imaginary TV” broadcast platform by Creative Director Virgil Abloh
continuous stream of video content – collections, music and art performances, skate videos, documentaries
the message: continues and holistic delve into the creative world of Virgil Abloh
a platform that will support discovery and surprise away from algorithms
Off-White is a democratic brand whose image is defined by fans – a space for everyone
a throwback to the 90’s-era MTV
Pros:
brand becomes the media
creating special content for their community
giving an insight into the creative directors mind
building on culture
not competing with other brands on platform
Cons:
needs to be constantly updated to stay interesting and relevant
