The Impact of Luxury Brand’s Social Media Disappearance towards Product Marketing: The Case of Bottega Veneta
Abstract
Due to the pandemic of COVID-19, businesses need to adapt with several changes if they want to survive with the current condition, one of them is being presence in digital platforms. Winning in social media is every brand’s dream right now and they are willing to spend big money in order to achieve it. However, one of the biggest fashion brands in the world, Bottega Veneta, decided to get rid of all of their social media platforms which include Instagram, Facebook, and Twitter, and swap it with their own digital magazine. It was Daniel Lee, Bottega Veneta’s creative director who first proposed this idea. This action left fashion enthusiasts questioning how Bottega Veneta will survive in the era of digitalization without owning any social media. This research paper will mainly discuss why Bottega Veneta did this action and how the brand will promote their products and maintain existence. The research question of “What are the underlying reasons and subsequent consequences of a luxury brand leaving social media to their product marketing?” will be the base of this research paper.
References
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Arrigo, E. (2017, December 14). Social Media Marketing in Luxury Brands. A systematic literature review and implications for management research, 41(6), 3. http://journals.mountaintopuniversity.edu.ng/Marketing/Social%20media%20marketing%20in%20luxury%20brands%20A%20systematic%20literature%20review%20and%20implications%20for%20management%20research.pdf
Bargeron, S. (2021, March 19). Should Luxury Follow Bottega Veneta's Anti-Social Strategy? Jing Daily. Retrieved May 10, 2022, from https://jingdaily.com/bottega-veneta-anti-social-media-strategy/
Barnes, L. (2013). Fashion Marketing. Textile Progress, 2(3), 37. https://www.researchgate.net/ profile/Liz-Barnes-5/publication/262863535_Fashion_marketing/links/ 5829de5408aef 19cb805027b/Fashion-marketing.pdf
Barysevich, A. (2020, November 20). How social media influence 71% consumer buying decisions. Search Engine Watch. Retrieved May 10, 2022, from https://www.search enginewatch.com/2020/11/20/how-social-media-influence-71-consumer-buying-decisions/
Bottega Veneta Brand Identity – What Are They Known For? – 440 Industries. (2021, November 8). 440 Industries. Retrieved May 8, 2022, from https://440industries.com/bottega-veneta-brand-identity-what-are-they-known-for/
Caïs, C. (2021, July 15). Luxury Brands And Social Media: When Less Is More. Forbes. Retrieved May 10, 2022, from https://www.forbes.com/sites/forbesagencycouncil/2021/07/15/ luxury-brands-and-social-media-when-less-is-more/?sh=5fac4e8f55f4
Cartner-Morley, J. (2021, March 31). Bottega Veneta ditches Instagram to set up 'digital journal'. The Guardian. Retrieved May 9, 2022, from https://www.theguardian.com/fashion/ 2021/mar/31/bottega-veneta-ditches-instagram-digital-journal-fashion-social-media-issue
Digital Around the World — DataReportal – Global Digital Insights. (n.d.). DataReportal. Retrieved May 4, 2022, from https://datareportal.com/global-digital-overview
Dwivedi, Y. K., Kapoor, K. K., & Chen, H. (2012). Social Media Marketing and Advertising. 4. https://publications.aston.ac.uk/id/eprint/40400/1/Social_media_marketing.pdf
Gilliland, N. (2021, August 10). 'TikTok made me buy it': How the video-sharing platform is influencing fashion retail. Econsultancy. Retrieved May 5, 2022, from https://econsultancy.com/tiktok-fashion-retail-marketing/
Gismondi, A. (2021, January 5). Top 27 Social Media Apps for Your 2021 Strategy. Kubbco. Retrieved May 4, 2022, from https://www.kubbco.com/top-27-social-media-apps-for-your-2021-strategy/
Greenhill, D. (2012, September 19). Luxury: The Business of Selling Dreams. Luxury Society. Retrieved May 7, 2022, from https://luxurysociety.com/en/articles/2012/09/luxury-the-business-of-selling-dreams
Guide On How To Create A Luxury Customer Experience. (2021, October 4). Velocity Consultancy. Retrieved May 8, 2022, from https://www.velocityconsultancy.com/how-to-create-a-luxury-customer-experience/
Gurzki, H. (2019, November 27). Dreaming up a world – how luxury brands create desire | ESMT Knowledge. ESMT Berlin. Retrieved May 7, 2022, from https://esmt.berlin/knowledge/ dreaming-world-how-luxury-brands-create-desire
Harumi, L. (2021, February 23). Here's Why Bottega Veneta Deleted Their Social Media. V Magazine. Retrieved May 4, 2022, from https://vmagazine.com/article/heres-why-bottega-veneta-deleted-their-social-media/
How to Use Instagram's Audience Insights to Improve Your Next Ad. (2021, October 19). Instagram for Business. Retrieved May 4, 2022, from https://business.instagram.com/ blog/instagram-insights-audience-engagement-demographics
Ilchi, L. (2021, November 11). What is 'Bottega Green?' A Look at How Daniel Lee Created the Most Popular Color of 2021. WWD. Retrieved May 10, 2022, from https://wwd.com/ fashion-news/fashion-scoops/bottega-green-daniel-lee-breakdown-1234995219/
Khan, M. F., & Jan, A. (2014). Social Media and Social Media Marketing. Research Scholar, School of Business Studies, Islamic University of Science and Technology, 2. https://essayhours.com/include/blog/research-paper-example/research-paper-example-for-top-grades.pdf
Kim, S. B. (1998). Is Fashion Art? Fashion Theory, 2(1), 5. https://e-tarjome.com/storage/btn_ uploaded/2020-08-19/1597833731_10917-etarjome%20English.pdf
Kitterman, T. (2020, December 28). Report: 83% of millennials want brands to align with them on values. PR Daily. Retrieved May 10, 2022, from https://www.prdaily.com/report-83-of-millennials-want-brands-to-align-with-them-on-values/
Luxury Marketing Trends in 2022: Why Brands Invest More in Digital Content. (2022, March 28). Medium. Retrieved May 7, 2022, from https://medium.com/cappasity-blog/luxury-marketing-trends-in-2022-why-brands-invest-more-in-digital-content-d43dd6eb3b9d
Maguire, L. (2021, July 6). From Dior to Chanel, luxury bets big on YouTube. Vogue Business. Retrieved May 10, 2022, from https://www.voguebusiness.com/technology/from-dior-to-chanel-luxury-bets-big-on-youtube
Nadaraja, R., & Yazdanifard, R. (2013). Social Media Marketing: Advantages And Disadvantages. Academia, 4. https://d1wqtxts1xzle7.cloudfront.net/33952810/SOCIAL_MEDIA_M ARKETING-with-cover-page-v2.pdf?Expires=1651744927&Signature=Cxxn47KnIF VfPRWdjJbytY31YmQYDrwZOv1fEMTM7BIzTzZENh2XrVz-8wbWEpz1cPZIhQ6 yg8dl1PYPUixfalprEQaMFSurFqDHrWAfPVj4DsGDSXOjwSCpginddsEnn~xdLR
Neira, J. (2021, April 1). bottega veneta launches digital magazine 'issue 01' following its disappearance from social media. Designboom. Retrieved May 9, 2022, from https://www.designboom.com/design/issued-bottega-veneta-digital-magazine-04-01-2021/
Nica, I. (2021, May 20). Customer Experience Marketing: 5 Strategies To Get It Right. Nextiva. Retrieved May 7, 2022, from https://www.nextiva.com/blog/customer-experience-marketing.html
Olson, E. M., Olson, K. M., Czaplewski, A. J., & Key, T. M. (2020). Business strategy and the management of digital marketing. Kelley School of Business, 7(3), 2. https://fardapaper. ir/mohavaha/uploads/2021/05/Fardapaper-Business-strategy-and-the-management-of-digital-marketing.pdf
Only One-Third of Consumers Trust Most of the Brands They Buy. (2019, June 18). Edelman. Retrieved May 10, 2022, from https://www.edelman.com/news-awards/only-one-third-of-consumers-trust-most-of-the-brands-they-buy
Self-expression through fashion | brighterkind. (2021, September 16). Brighterkind. Retrieved May 4, 2022, from https://www.brighterkind.com/news/blog/self-expression-through-fashion
Smith, S., & Walker, G. (2021, November 29). How TikTok is influencing fashion retail | TheIndustry.fashion. The Industry Fashion. Retrieved May 4, 2022, from https://www.theindustry.fashion/how-tiktok-is-influencing-fashion-retail/
Solomon, M. (2022). Luxury Brand Marketing - MIchael Solomon - Consumer Behavior & Marketing Expert. Michael Solomon. Retrieved May 6, 2022, from https://www.michaelsolomon.com/fashion-psychology/luxury-brand-marketing/
Sustained growth in the first quarter of 2022. (2022, April 21). Kering, 2-3. https://www.kering .com/en/news/sustained-growth-in-the-first-quarter-of-2022
Threaducation. (2022, May). The History of Bottega Veneta. Youtube. Retrieved May 9, 2022, from https://www.youtube.com/watch?v=4YuZIzR1nc0
Vatrella, E. (2021). Is Offline The New Luxury? The “Absence Strategy” Of Bottega Veneta. LUISS, 29. http://tesi.luiss.it/30948/1/718461_VATRELLA_EUGENIA.pdf
Wörfel, S. (2019). Brand-Awareness through Marketing on Instagram – An Instagram Marketing Strategy for ONIMOS Clothing. Saimaa University of Applied Sciences, 10. https://www.theseus.fi/bitstream/handle/10024/230887/FINAL_THESIS_published.pdf?sequence=2.
Published
2022-09-01
How to Cite
FIDES AKHSAN, Muhammad; KORONAKI, Eirini.
The Impact of Luxury Brand’s Social Media Disappearance towards Product Marketing: The Case of Bottega Veneta.
Asian Journal of Research in Business and Management, [S.l.], v. 4, n. 3, p. 258-272, sep. 2022.
Available at: <https://myjms.mohe.gov.my/index.php/ajrbm/article/view/19362>. Date accessed: 24 june 2025.
Section
Articles
