Balmain X H&M Collaboration: Role of Social Media as Puppets of Success
Balmain's Olivier Rousteing
is young, full of talent, feisty, and NOT your typical designer. While designer
exposure is typically limited to end-of-fashion-show appearances, Rousteing went
as far as to appear in his own video ad acting with his BFF supermodels Kendall
Jenner and Jourdan Dunn. Whether he does this with full intent as a marketing
strategy or just seeks to also get online exposure… it works for him and for
the brands he collaborates with.
When I say he
makes sure to appear in the H&M x Balmain ads, I dare tell you to take that
seriously. Since he first announced the collaboration at the 2015 Billboard
Awards, after months of keeping it secret, Rousteing took to his social
networking accounts (i.e. Instagram, Facebook, Twitter) to advertise the collection. Non-fans got curious of the
collaboration, while fans anticipated the launching date when they could
finally get a hold of that plunging neckline, green mini dress that looked so oh-so-good
on Kendall.
In addition to
social networking sites, which gave glimpses of what’s up for the Balmain,
H&M, and Kardashian clan fans, there was also heavy use of social media platforms (forums, social networks, comments sections of online magazines).
The collaboration was widely publicized
in online magazines where Rousteing gave interviews, and again with photos of
him and his BFF models shown. Consistency was key!
The difference
between Olivier Rousteing, Balmain, H&M, and the Kardashians and less known
brands, or even startups, is that the formers are big brands by themselves. But
don’t bury yourself in dismay. Although it takes more than just time, but
effective strategies and efforts, to grow your brand name, others also have
taken a shortcut to fame which is now even more possible with the easy flow of
information through social media exchange. Social media provides a venue for
people to talk about you when you post the right stuff!
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