BRIEF
51 East, the most famous department store in Qatar, aimed to increase the perceived value of its brand, build customer loyalty, and create social media content that sets it apart from its competitors.
OUR INSIGHT
Analysing the online presence of 51 East’s competitors, we discovered that most of them use the same communication language on social media. Specifically, they post images distributed by the brands they sell, which does not resonate with their most important target audience, Generation X.
According to recent research, Generation X prefers to be informed with unique and dedicated content about the fashion industry directly from their trusted sellers, who now play a new role. The fashion industry is changing, and so are the players. Department stores need to have a presence on social media with specific content and a consistent image. There is a strong osmosis between the consumer and the brand, and this trend has transformed the luxury industry into a “broader cultural industry.” Today, fashion houses resemble “platforms with even broader content, welcoming creativity and consumers connected through co-creation.” “Brands are becoming cultural players in the true sense, capable of shifting values in a civil society, with an almost political role,” observes researcher Claudia D’Arpizio.The retail world is the bridge between the brand and the consumer, and it is important for it to evolve, no longer acting as a mere seller but as an influential brand capable of effectively communicating with the targeted generations.
THE SOLUTION
51 East offers a meticulously curated selection of Haute Couture items. We proposed to the department store to create exclusive content dedicated to Couture Week, with the aim of showcasing their research activities and presence in the fashion industry.
We planned reels dedicated to fashion shows, Couture Week guests (celebrities, influencers, top editors), and behind-the-scenes footage. And we did it by adopting the communication language of Generation X, Millennials, Gen Z, and Baby Boomers.
In real-time.
During fashion week, editors, stylists, influencers, and buyers post amateur videos and photos of the fashion shows they attended. Fashion magazines create dedicated articles when they receive the content (usually the day after the show). Those who publish first gain more engagement because fashion enthusiasts obsessively search for fashion show content on Instagram. Once they’ve seen the content, their interest wanes, and searches decrease significantly.
To leverage the opportunities of this mechanism, 51 East published real-time reels of fashion shows, street style, and backstage content before anyone else. This way, they gained significant attention from new target audiences and the brands that sell fashion.
