IFB’s Ask the Brand Series: BCBG's Digital Marketing Strategy


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Originally posted on Independent Fashion Blogger’s ‘Ask the Brand’ series.  For more information about digital media, marketing and technology, visit IFB

Seemingly out of nowhere, American brand BCBGMAXAZRIA powerhouse has come back into our collective conscience. They’ve upped their game with social media and new blogger initiatives – and we’ve noticed! To get the scoop on their online presence, we asked BCBGMAXAZRIAGROUP‘s Chief Creative Officer, Lubov Azria, about their digital strategy, social media and how the brand likes to work with some of the most influential bloggers out there.

Tell us about BCBG’s overall thoughts on social media in the fashion and retail industry.

Social media is all about interacting with everyday, real-life people. From connecting with our clients, to communicating with our retail stores, I enjoy the daily interaction. The innovative technology today, allows people from all parts of the globe to stay connected with our brand and lifestyle. We are constantly updating our website and social media so that people can feel closer to the brand, no matter where they are in life.

At what point in your marketing strategy do you incorporate social media – is it considered from the beginning, or do you find ways to fit it in later?

Social media always flows organically into our creative vision. I believe every plan of action has an opportunity for social media. Updating posts on both mobile and online communities is great because social media allows things to go viral instantly. That’s the beauty of social media, things just go viral!

What are the daily activities of BCBG’s social media team?

Our social media team is amazing. They are constantly uploading, updating, and up keeping our social outlets. I am very involved with the entire process with my creative vision and see everything before it goes up on the web. They get to see everything, as it happens and behind the scenes, and share it with the rest of the world. We consider BCBGMAXAZRIA as a lifestyle brand and we enjoy bringing those elements to our social networks. My goal has always been for women who wear BCBG to use our Facebook page as a resource that helps her decide where to eat, what to do on the weekends, where to take her next vacation and what to wear. Our team is researching the hottest new hotels, travel destinations, art exhibits, and of course, shopping!

We also produce exclusive online photo shoots as a fun way to present new styles and trends. We monitor and engage with our friends and followers whenever possible, whether it’s retweeting pictures of fans wearing BCBG or answering product-related questions. Most importantly, we have a lot of fun getting to know the people who wear our clothes.

In what capacity do you work with bloggers? Can you tell us about some of the projects/bloggers and how successful they’ve been?

There are so many inspirational bloggers out there who are amazing at what they do. Just like our social media team, bloggers socially connect us with our customers. Recently, we connected with Kelly Framel, the voice of The Glamourai, to style our Resort 2013 looks with her own stylish touch. She was such a joy to spend time with that it was only natural that we attended the CFDA Awards together! It was such an organic friendship that bloomed. So, of course we had to co-host an editor/blogger soiree where we gathered friends from Vanity Fair, Lucky Magazine, PeopleStyleWatch, Keiko Lynn, Jamie Beck, and Helena Glazer for dinner.

How do you select bloggers to work with?

I love working with people who inspire me, and inspire others; people who know what they want and who are passionate about what they do. When I see this spark in a blogger, I want to work with them.

What value do you think blogger collaborations have to a brand, as compared to traditional marketing?

Bloggers collaborations are amazing because they have such an influential online presence and following. Customers can connect and relate to them on a personal level. Bloggers are like our BCBG lifestyle ambassadors.

How do you measure the overall value of bloggers and social media?

How can you put value on something that is priceless? The bond we have with our bloggers, fans, clients, customers, is something like a family. Instead of taking vacations to get away, I love traveling to cities, around the world, to spend time with my clients. Bloggers and social media has truly made connecting with people an instant and amazing experience. It was love at first tweet!

Do you have any tips for bloggers looking to engage with brands? How can they make themselves more attractive to brands?

When I see a budding blogger, I see a lot of myself in them. I see passion and dedication in their eyes. My advice to all bloggers would be the same advice I tell myself every day: Work hard, stay focused on your vision, and follow your dreams.