Kering Group revealed the reason why BV quit social media. Will the idea work?

Kering’s disclosure of the reasons for Bottega Veneta’s (BV) withdrawal from social media has sparked widespread discussion and speculation. While we cannot be sure whether these ideas will work, some possible impacts and consequences can be analyzed.

First of all, quitting social media may be to reduce the exposure and dependence of the brand. The widespread use of social media platforms makes it easy for brand information to be disseminated quickly, but it may also lead to the risk of over-exposure of information and negative impact on brand image. By withdrawing from social media, BV may try to control the release and dissemination channels of brand information, so as to better manage the display of brand image and story.

Second, such a move may be in line with the image and positioning of traditional luxury brands. BV has always been known for its understated, refined and high-quality image, in stark contrast to the ostentation and overexposure of some other luxury brands. The withdrawal from social media may be an attempt to emphasize the uniqueness and distinctive value proposition of the brand, making it more mysterious and desirable.

However, there are some potential risks and challenges with this move. Social media is an important channel for modern marketing and communication. Through social media, you can establish contact with consumers, promote products and brands, and obtain instant market feedback. Quitting social media may weaken the brand’s interaction and connection with young consumers, missing some opportunities to communicate and interact effectively with the target audience.

Additionally, brands withdrawing from social media may also lead to competitors taking the vacancy, attracting more attention and market share. In today’s digital age, social media has become an important tool for brand competition and marketing. If you quit social media and cannot find effective replacements and supplements in other areas, brands may lose some competitiveness and market influence.

To sum up, although BV’s idea of withdrawing from social media is in line with the brand image and positioning to a certain extent, its actual effect is still uncertain. Brands need to carefully evaluate and consider the potential implications and risks of exiting social media, while finding other ways to connect with target audiences, promote products, and maintain competitiveness and market share.