Embracing Digital for Boutique Brands

Last week, I received a photo of my 70-year-old Dad laughing with his friends in the same age group, using the increasingly popular (2.2M new users in 2020) Zoom app. I never thought I’d see the day that my traditional, tech-averse father would be so enthusiastic in this scenario.

Lockdowns, quarantines, self-isolation, and social distancing - these are familiar words that have recently become common language. Much of the world is still built on face-to-face interaction and as a result, we haven’t really paid much attention to other structures of engaging people.

Now that we’re made to maintain some degree of separation, we’ve realized a lot can be achieved through digital channels.

What does this mean for a small brand or business like us, Beyond Beauty Global? This is easier said than done especially for premium, service-based companies however, let’s start by asking a few questions:

  • What is your brand purpose? How does your brand purpose relate to the product or service that you’re offering?

  • Is your product or service an essential offering at present?

  • Where are your customers now, in terms of preferred online or mobile platforms and channels? How are they getting by, what are their concerns?

  • What do your customers want to hear from you? How can you add authentic value to the daily barrage of information they’re receiving?

  • Would your customers be able to purchase your product online and would you be able to give them excellent and consistent customer service?

  • Would you be able to give back during this time? How can you communicate your story from offline to online without compromising your brand DNA?

An ideal example of a boutique brand communicating his know-how in this unprecedented time is JACQUEMUS. Simon Porte Jacquemus is sharing his brand story and expertise in a free online class entitled “Understanding Fashion: From Business to Culture” which launched on 30th March. This lesson is available to any fashion and lifestyle enthusiasts who wants to deepen their understanding in the fashion business.

A great heritage brand that is winning at their online presence is BURBERRY.

  • Burberry has managed to translate their brand values from offline to online while keeping up with the current demographic.

  • In 2018, Burberry’s Creative Director, Riccardo Tisci, launched limited edition pieces via Instagram and WeChat, creating their first bespoke digital selling experience. They successfully sold the entire online collection.

  • Their response to COVID-19 has been nothing short of stellar by funding research for vaccines and donating to charities dedicated to tackling food poverty.

This is the unique challenge all businesses have today: finding out where to best connect with the market, and how to fill the gap in the lives of your customers with meaningful messages - but we all need to start somewhere and that somewhere is definitely in the ever-evolving digital space.

Follow us on social media for more updates: