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BALMAIN GETS SOCIAL: Balmain is taking to Facebook and Twitter, launching accounts on each digital platform today at Facebook.com/BalmainParis and Twitter.com/Balmain. A first for the storied French fashion house, chief executive officer Emmanuel Diemoz told WWD that there’s been huge demand for information surrounding the brand — and, until now, it’s been “very closed to the consumer.” Now, fans can visit the brand’s Facebook page to view content such as runway shots, editorials, ad campaigns and backstage photos and head to Twitter to obtain more newsy bits, and even read tweets from the company’s 25-year-old creative director, Olivier Rousteing.
Asked why it’s taken so long for the brand to get involved in the digital sphere, Diemoz explained that since the brand relaunched its ready-to-wear business six years ago, the company sought to invest in the physical distribution of its product and, in the process, was very selective in its communication with consumers. “We have product and pictures and creations to show, and we’re ready to communicate with the followers,” he said. “Now we have all the key items to be able to do it properly and in the best way.”
The brand launched e-commerce in mid-2010 and Diemoz projects that by the end of the year, sales on the brand’s digital flagship will double from 2011.
Rousteing said he looks forward to obtaining real-time feedback. “It’s an experience. I will reply, and be the first to check it and see if there are a lot of ‘likes,’” he said.