Women’s Wear Daily
04.19.2014
fashion-scoops
fashion-scoops

Balmain Gets Social

The storied French fashion house is taking to Facebook and Twitter, launching accounts on each digital platform today.

fashion-scoops/news
Most Recent Articles In Fashion Scoops
Most Recent Articles In Fashion Scoops More Articles By

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.

load comments

ADD A COMMENT

Sign in using your Facebook or Twitter account, or simply type your comment below as a guest by entering your email and name. Your email address will not be shared. Please note that WWD reserves the right to remove profane, distasteful or otherwise inappropriate language.

Ads by Google

Newsletters
Newsletters

Sign upSign up for WWD and FN newsletters to receive daily headlines, breaking news alerts and weekly industry wrap-ups.

Publications

ArticleFinder

Fashion


Choose By

Clear

How it works

Close

Lorem Ipsum
Dolor sit amet, consectetur adipiscing elit. Vivamus ac nibh et risus lobortis scelerisque tempor nec enim. Etiam facilisis sapien sit amet.

Lorem Ipsum
Dolor sit amet, consectetur adipiscing elit. Vivamus ac nibh et risus lobortis scelerisque tempor nec enim. Etiam facilisis sapien sit amet.

Lorem Ipsum
Dolor sit amet, consectetur adipiscing elit. Vivamus ac nibh et risus lobortis scelerisque tempor nec enim. Etiam facilisis sapien sit amet.

Lorem Ipsum
Dolor sit amet, consectetur adipiscing elit. Vivamus ac nibh et risus lobortis scelerisque tempor nec enim. Etiam facilisis sapien sit amet.

Lorem Ipsum
Dolor sit amet, consectetur adipiscing elit. Vivamus ac nibh et risus lobortis scelerisque tempor nec enim. Etiam facilisis sapien sit amet.


Or