Miu Miu is the “daughter” of the Italian fashion house Prada. Initially, the brand's collections presented a female and male line, but since 2008 the company changed its strategy and focused only on the creation of women's clothing and accessories. At various times, the company cooperated with Maggie Dzhillenholl, Vanessa Paradis, Kirsten Dunst and Laetitia Casta (Miu Miu). When Miuccia Prada's launched Miu Miu in 1993, the line brought freshness to the monotonous minimalist couture of the 1990s (Miu Miu). The range has been created for modern young women: a stylish, athletic, intelligent, feminine, strong, playful and serious. Since then, the brand concept has changed little, the designer of Miu Miu Miuccia Prada still confident that women are more multi-faceted, complex, sometimes contradictory and that no one element or accessory cannot detect them.
Social Media
According to experienced marketers, principles of brand promotion in the Internet market are not too different from the offline promotion processes (Edwards, p.3). In fact, it is necessary to draw the attention of the target audience and create a correct image of the brand or a single product. The main difference between these kinds of brand promotions is in the tools impact on consumers. Promoting the brand in social networks is done by using a corporate account. Miu Miu works with the audience through the creation of Facebook community. Here the brand can post articles, news, links, and organize polls, hold contests and promotions. Instagram allows you to publish photos: commodities stocks posters, reports from shares, raffles and parties. Twitter also allows you to create a news feed with cross posts.
Ways to promote any brand, not only Miu Miu, in the social network are targeted. Advertising community demonstrated only a very narrow audience, asking all the important characteristics - gender, age, region of residence, interests. Thus, extensive targeting advertising is one of the best ways to progress in any social network. It allows you to collect a large number of real active users among the target audience. As the saying goes, the further advancement of the Internet - will come with time. Members will participate in the promotions, repost to attract a group of his comrades. The main thing - the creation of a brand within a social network: community content quality relevant content that is of interest to subscribers and does not contradict the principles of the brand (Jones).
The first thing that jumps out from the posts of Miu Miu on Social Media is their uniqueness. Information that is published is relevant and exciting. Materials are not copied from other resources. Exception is cross posting between the company and its blog page in the social network. Another feature of their brand posts is regularity. Articles are posted systematically and all of them adhere to the chosen strategy content regardless of the number of subscribers. The third feature of the social media posts is that they are often viral. Publications are alive, causing an emotional response to a burning desire to tell your friends about them. Last but not least, their posts are far from being spam. Better quality material one, than the flow of information that would be annoying (Fashionbi).
The growth in sales and earnings is the main task of any company. Social networks can also have an impact on sales. However foolish to expect that within a week after the launch of the community in Facebook, will run across the crowd and clients are frantically buying your products (Fashionbi). Increase sales through social networking can only be a long and painstaking work with brand reputation and winning customer loyalty. Loyal customers often makes repeat purchases and brand recommendations to friends that ultimately leads to increased sales.
However, turning an ordinary member of your community in a loyal customer takes time. In addition, to motivate such clients to actions, which will be reflected in sales statistics, is even harder. That’s why a page must have at least a few thousand (or tens of thousands) followers to get a possible and noticeable result. In addition, even if you are doing the right thing, not everyone who comes to the community, will become a loyal customer. Therefore, sometimes several hundred participants are not enough to grow sales.
Social networks is not a place for press releases. Luckily, most companies have already understood the lesson. They stopped to stuffing members with officialdom and began to attempt to entertain their fans and engage them in communication with the brand. However, it turns out that some posts, which may cause positive emotions for some users, do not work the same way for all the followers of the page. Often this is due to the fact that the company only talks about themselves and does not want to listen to the people. Therefore, settling in social networks, they create a community named after themselves. Much better would be to create a culinary community - here and people are interested in, and a microwave to discuss is appropriate.
However, even if the brand is not fixated on itself, it does not guarantee that its pages or in groups will be quite interesting and diverse information to keep the audience and motivate it to communicate. Miu Miu on Social Media works for the image of brand in general and makes it excellent. The representatives of the brand in social network is professionally versed and able to live an informal dialogue with the users in a conflict-free and friendly manner. Calculating all the options for the development of the situation in social networks in advance is impossible. Moreover, every brand needs to be prepared for the fact that people will express different views, including negative. It is important that the Miu Miu does not act like an ostrich, removing the negative, as if it never existed, and to goes on to an open dialogue with disgruntled customers.
Works Cited
Miu Miu. Miu Miu Women’s Tales. 2005-2016. Web. 01 May. 2016.
Edwards, Adam. Social Insights on the Luxury Fashion Industry. Brandwatch. p.3. Web. 01 May. 2016.
Jones, Sarah. Miu Miu hands creative reins to consumers in co-creation app. Luxury Daily. Web. 01 May. 2016.
Fashionbi. Miu Miu Social Media Performance | Twitter. Fashionbi data centre. n.d.Web. 01 May. 2016.
Fashionbi. Miu Miu Social Media Performance | Facebook. Fashionbi data centre. n.d.Web. 01 May. 2016.
