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.
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