ELIE SAAB as luxury brand's success through digital marketing and social media

Luxury Society did a ranking of the Top 10 Luxury Brands on Instagram based on followers and interactions and it revealed that fashion brands filled the ranks and were most liked by people on social media.


"We noticed our readership was most interested in not solely who was in the Top 10, but how they got there"

Elie Saab happens to be happens to be ranked 8th on that list with a growth rate that doubles on Instagram every year.

"We decided to launch an Instagram account as a subsidiary tool using the app's photo filters to customise the photos we share on Twitter"

From there the brand just got more popular, adding brand new photographs, frequently posting and interacting with their customers daily.

Since their first post in 2011, Instagram is the brand's main platform of social media and trying to bring all the other platforms up to scale.

Although they already have such in increasing popularity, it seems as though it will keep on drastically increase.


"Daily monitoring of the live feed we receive from our audience is a major web-marketing tool"

By changing their frequent posting from twice a week to one or two posts a day, they saw that it increases their follower rate and the audience becomes more intrigued.

Elie Saab says that knowing and understanding your audience is key because once you know that you will be able to keep them coming back to your page time and time again. "In today's digital age the customer satisfaction-level is given to you on a silver platter and we've capitalised on that.


"Finding the right balance between creativity and consistency is crucial"

Through their social media, they were able to learn and realise that their fans know more in-depth information about the brand.

Niche, engagement and expansion:

Even though their social media accounts helped pave the way to success, it also highlighted the potholes to avoid, The brand says that maintaining a consistent brand tone and voice is key in developing a loyal relationship with its followers. Having their brand become such a success through Instagram, they now try to apply these insights into a strong social media strategy and it has been successfully adapted to their other social media platforms.

Saving a lot of money on advertising, they still manage to keep their customers satisfied with the content on their social media by measuring their level of engagement with their followers.

"Each social media platform reaches a different audience within our target market, for instance Pinterest does a great job in brand awareness in the Americas while Facebook reaches a more mature age group seen less on other platforms, Instagram is the strongest in reaching the wider global audience due to its successful hashtag culture"

Their popularity on Instagram led to their decision to launch an online magazine in 2014 called The Light of Now. The online magazine publishes seven articles per month written by an editorial team in Paris.

"Social media is an extremely important component for Elie Saab because it opens up communication to a young and diverse audience."

Distribution and sales:

With most of their marketing efforts going straight to social media Elie Saab has decided to create content specially made for social media.

"Most projects we undertake now have a social media element to them. It's an extremely important component for Elie Saab because of the strength and size of our fan base and because it opens up communication to a young and diverse audience."

They say it acts as a great regulator of what they're doing and how they're doing it. If they have quality content they will be able to gather valuable feedback.

Through their success on Instagram compared to other social media networks, their account also led to high online and in-store sales.

The digital-sphere has helped customers to interact with the brand before purchases. Through social media fashion brands can now inspire and create aspirational experiences to their customers .

"Elegance is a statement, an attitude. Elegant women are women of character with confidence"

-Elie Saab

Bibliography

Aroche, D. (2015, November 12). Optimising Social Media For Luxury: Instagram. Retrieved December 12, 2017, from Luxury Society: https://www.luxurysociety.com/en/articles/2015/11/optimising-social-media-for-luxury-instagram/

Elie Saab. (n.d.). Retrieved December 12, 2017, from Elie Saab Official Website: https://www.eliesaab.com/

Guest. (2016, February 28). IS PARIS COUTURE THE CAT’S MEOW OF DIGITAL FASHION? Retrieved December 12, 2017, from Netbase: https://www.netbase.com/blog/cats-meow-digital-fashion/

Souza, N. (2016, April). Luxury Fashion and Social Media: Brand’s Usage of Instagram to Reach an Audience. Retrieved December 12, 2017, from ResearchGate: https://www.researchgate.net/publication/301224204_Luxury_Fashion_and_Social_Media_Brand's_Usage_of_Instagram_to_Reach_an_Audience

The Girl Squad. (n.d.). Retrieved December 12, 2017, from The Light of Now: https://thelightofnow.com/en/r90/perfume/a7096/gon-egeries/