Jewellery Between Product and Experience: Luxury …
17
4.1 Listening
Listening means creating the conditions for the issuer to send out a message and
make sure someone gets it. A statement by Manuel Castells, now famous, compares
today’s speed with the previous rhythm of change: ‘in the United States the radio has
taken thirty years to reach sixty million people, television has reached this level of
diffusion in fifteen years, the internet has done so in just three years since the birth
of the world wide web’.
Today, reaching a very wide audience has become extremely simple and democratic. Luxury, which has always been undemocratic by definition, has also succumbed to the new policies generated by digital communications. Particular reference
is made to social media, one of the most popular media today.
Many of the jewellery brands have in fact approached digital marketing strategies.
As an example, David Yurman for several years has been collaborating with the
most popular Instagram influencers—Wendy’s Look book, Brooklyn Blonde and
Atlantic-Pacific, uses Instagram’s social shopping function to increase sales directly
from within the app and invests in collaborations such as the one in 2017 with Elle
for the first Facebook live stream of the magazine. The partnership not only allowed
them to reach Elle’s audience of 4.7 million Facebook followers in addition to their
own, but also drew on the power of two influencer guests of Instagram, Erica Hoida
and Lucy Hernandez, who at the time had a total of over 880,000 followers.
Bulgari, one of the most famous high-end jewellery brand, has also been successfully implementing digital jewellery campaigns with the support of influencers
for some time now. This year the brand worked with four major Arab influencers—
actress Tara Emad, model Rym Saidi and style influencers Lama Al Akeel and Fatma
Husam—in a dazzling campaign directed at the Arab market. Bulgari shows particular attention in conversations generated by hashtags that encourage followers to
create personal content.
Buccellati, the famous Milanese fine jewellery brand, is also involved in digital
strategies. One of the most interesting recent campaigns has been the collaboration
with Noonoouri, a virtual influencer with over 86,000 Instagram followers.
It is clear that the role of mediators, in this case of influencers, is a fundamental tool
to facilitate and amplify communication channels. The use of influential characters
does not only occur, however, on social networks, but also in the actual collaboration
on the product.
In particular, in the field of sustainability, the collaboration between Penélope
Cruz, a Hollywood star and very committed humanitarian activist, and Swarovski is
exemplary. They are working together to pave the way for the creation of sustainable
jewellery, without giving up on luxury design. In June 2019, they launched the latest
collection of conscious luxury jewellery, using only responsibly sourced materials.
One of the goals of the collaboration is to encourage jewellery buyers to be more
aware of the benefits of environmentally friendly practices and inspire the individual
to make a difference. This is the first time Swarovski has worked with a major
celebrity to create an ethical jewellery collection, and they follow in the footsteps
17
4.1 Listening
Listening means creating the conditions for the issuer to send out a message and
make sure someone gets it. A statement by Manuel Castells, now famous, compares
today’s speed with the previous rhythm of change: ‘in the United States the radio has
taken thirty years to reach sixty million people, television has reached this level of
diffusion in fifteen years, the internet has done so in just three years since the birth
of the world wide web’.
Today, reaching a very wide audience has become extremely simple and democratic. Luxury, which has always been undemocratic by definition, has also succumbed to the new policies generated by digital communications. Particular reference
is made to social media, one of the most popular media today.
Many of the jewellery brands have in fact approached digital marketing strategies.
As an example, David Yurman for several years has been collaborating with the
most popular Instagram influencers—Wendy’s Look book, Brooklyn Blonde and
Atlantic-Pacific, uses Instagram’s social shopping function to increase sales directly
from within the app and invests in collaborations such as the one in 2017 with Elle
for the first Facebook live stream of the magazine. The partnership not only allowed
them to reach Elle’s audience of 4.7 million Facebook followers in addition to their
own, but also drew on the power of two influencer guests of Instagram, Erica Hoida
and Lucy Hernandez, who at the time had a total of over 880,000 followers.
Bulgari, one of the most famous high-end jewellery brand, has also been successfully implementing digital jewellery campaigns with the support of influencers
for some time now. This year the brand worked with four major Arab influencers—
actress Tara Emad, model Rym Saidi and style influencers Lama Al Akeel and Fatma
Husam—in a dazzling campaign directed at the Arab market. Bulgari shows particular attention in conversations generated by hashtags that encourage followers to
create personal content.
Buccellati, the famous Milanese fine jewellery brand, is also involved in digital
strategies. One of the most interesting recent campaigns has been the collaboration
with Noonoouri, a virtual influencer with over 86,000 Instagram followers.
It is clear that the role of mediators, in this case of influencers, is a fundamental tool
to facilitate and amplify communication channels. The use of influential characters
does not only occur, however, on social networks, but also in the actual collaboration
on the product.
In particular, in the field of sustainability, the collaboration between Penélope
Cruz, a Hollywood star and very committed humanitarian activist, and Swarovski is
exemplary. They are working together to pave the way for the creation of sustainable
jewellery, without giving up on luxury design. In June 2019, they launched the latest
collection of conscious luxury jewellery, using only responsibly sourced materials.
One of the goals of the collaboration is to encourage jewellery buyers to be more
aware of the benefits of environmentally friendly practices and inspire the individual
to make a difference. This is the first time Swarovski has worked with a major
celebrity to create an ethical jewellery collection, and they follow in the footsteps