The impact of luxury brand’s social media disappearance towards product marketing: The case of Bottega Veneta
List of Authors
  • Eirini Koronaki , Muhammad Fides Akhsan

Keyword
  • Marketing; Marketing Communication; Social Media; Fashion; Luxury Brands

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.

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