Friday, 11 September 2009

It's a Twittering frenzy!

We know Demi and Ashton do it. We know Susan Boyle of Britain's Got Talent became an overnight sensation because of it. We all know David Cameron's dismissive views of it. Like it or not, Twitter seems to be taking the online world by storm. The need to be constantly up to speed with everything drives the website where people write about everything they are doing. All the time.

Something that started out for friends to keep in touch has morphed into an inexpensive, hugely accessible, mass marketing/advertising tool and fan club for brands. YSL is paving the way for luxury brands having signed up to both Twitter and social networking giant Facebook, and promises to update followers on the YSL fashion shows, products and celebrity fans of the brand.
Although the constant need to update information can seem like a bit of a chore, Fashionista can see why brands are buying into this. Having a Facebook group is nothing short of having a fan club. It gives rise to a sense of solidarity for a fashion brand's fans. People like to feel popular or that they are part of a "club" of like minded people. The bigger the Facebook group, the better things are going to look for the brand: everyone wants to be on its team.

Ditto for Twitter. The constant "stream of consciousness" posts will create an affinity between brand and fan. Before the advent of online social networking sites, luxury brands were somewhat more etheral - like the Monarchy - a presence that you know is there but you only have access to what they want you to know or see, in the case of luxury brands through advertising in glossy magazines or from the products displayed in their exclusive boutiques. It was a one-way relationship.

YSL's move to Twitter means that we can know what YSL are up to on a daily basis. For the first time, brands are actively interracting with consumers. And this draws us in. It makes us feel part of an exclusive circle. It makes us understand them better. The result: it may make us prepared to part with our cash more readily than we would otherwise have done - and for a relatively low cost for the brand.

Although she hasn't yet succumbed to Twitter herself, Fashionista can certainly see why YSL has done, and why other brands are likely to follow...