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Marketing Strategy - Bottega Veneta exits social media
12 January 2021

The Kering-owned luxury fashion brand has abruptly shut down its accounts on various social media platforms, such as Instagram, Twitter and Facebook, reports ILM.

 

 

The decision of Bottega Veneta to exit social media has come as a surprise to many, particularly as e-commerce's share of the personal luxury goods market is reported to have risen from 12% in 2019 to 23% in 2020, and with its share expected to reach 30% by 2025. In December, the label debuted its Spring/Summer 2021 collection on Instagram, which saw a salon style show take place at London’s Sadler’s Wells, to a very limited live audience.

Some speculate that it could be a “stunt” to launch the new collection, while others say it could launch a new trend.

Daniel Lee, Creative Director, Bottega Veneta, does not have an Instagram profile, and 2019 he told British Vogue: “It was good to grow up in the pre-Instagram era, we had a lot of fun. It will be interesting to see what happens in the future. I believe there will be a return to privacy. I really hope so”.

 

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