Fashion Is No Longer The Privilege Of Minorities: Alice + Olivia Knows Differentiated Marketing Very Well.

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The rapid development of fashion is no longer the privilege of minorities, but there are also many objections and suspicions.

In an interview with Carla Sozzani, the founder of the 10 Corso Como, the big retailer from the media has repeatedly stressed that social media is making the fashion industry too open, resulting in its attractiveness.

That is to say, in social media, no matter how rich you are and how passionate you are about a brand, you can't become a VIP guest because everything is public.

Now, brands are beginning to notice this problem. Apart from using Stories, live broadcast and other Instagram functions to do marketing, they also played the function of private accounts. This function was launched in the early stage of Instagram development, and the main purpose is to satisfy users who do not want to fully disclose their accounts.

This is the case with Alice + Olivia, which is considered to be an inevitable move to realize the differentiation of social media strategy.

Recently, the brand has launched a private account called @aliceandoliviashop, which only serves the partners and VIP customers who have friends with the brand. Open the Instagram and enter the name in the search box. You can only find a private account, even if you click on the note, you need to wait for the account holder to pass.

In this way, these people will be able to receive the new push information of the brand through pictures, private letters and other channels at the very first time, and also release the new order before the Like2Buy platform.

Like2Buy is the product of image recognition platform Curalate, which enables Instagram to link to shopping web pages.

If the user looks at any product on the Instagram, it can connect to the shopping entrance and achieve the picture.

According to Curalate blog, with LikeBuy, brands can achieve revenue in only 60 seconds on Instagram, and do not need to open the electricity supplier to save much time.

But Like2Buy is also known as the "disappearing link" because it can not be seen by everyone, and coincides with the privacy of @aliceandolivia.

This seemingly strange behavior includes

And the concept of directional push is designed to make some consumers feel their own special in order to enhance brand loyalty.

"Alice+Olivia's consumers and fans are very enthusiastic about the brand, so I want to create a precise, special (online) product experience for them.

There are beautiful images on @aliceandoliviashop, which can better show our design and details, and they will not be interrupted by self timer.

Alice+OliviaCEO and creative director Stacey Bendet told fashion media Glossy.

Basically, Alice+Olivia has built an online VIP room for VIP customers through such a private account.

In addition, Alice + Olivia also has a public Instagram account named "@aliceandolivia", and currently has nearly 650 thousand fans.

But is there any other intention to set up such a private account?

In fact, in addition to maintaining customer relationship, private accounts also have a purpose for small scale experiments.

This is like an online "focus Group". In the process of brand market research, team members can directly feedback the opinions of new products and strategies to the brand at any time.

Bendet believes that @aliceandolivia is a "virtual retail lab". Her team will analyze user insights at any time and feed back to the e-commerce website.

At present, some fashion brands have begun to try this way: in 2016, niche brand Everlane launched the Instagram private account @EverlaneStudio, running on a daily limit of 100 followers.

For more information, please pay attention to the world clothing shoes and hats net report.