Has Chanel done it again? Has this storied fashion house of
never-ending-goods-of-absolute-desire yet again reignited one of their very own legendary designs? Only the Chanel audience knows. The rest of us will know if we see it on the feet of devotees.
What we have on our hands here, or should I say feet, is the newest rendition relaunching the two-tone classic Chanel Slingback. Originally created in 1957, click this link to see the fabulous archived ’57 photo of Gina Lollobrigida and society’s finest wearing this classic shoe. The photo has a tickle of animation featuring the famous two-tone, intended as Chanel noted, that the black cap will shorten the toe and the beige lengthens the leg.
In a crazy coincidence, Lollobrigida, once referred to as “the most beautiful woman in the world” is again in the news at 87 years old. She says her decades younger husband tricked her, via getting her to sign paperwork, into their marriage, and only for her estate.
We know Chanel is tops in fashion, but how will the fashionista social media elite respond is the other question. Besides product sales, Social Media is the other sure way we’ll quickly learn if the relaunch of this classic is a hit. Response and Engagement from discriminating fashion societies reveal the truth for all to see and then emulate.
Lets look a little further into this social media terminology, “engagement”. Social Media expert and Harvard professor, Dr. Lelia Samii, states that, “Many think that the size of your community is the most important part of social media, however what is more important is ENGAGEMENT.” Dr. Samii is well known in her circles for devising the REALLY framework and strategy. Her REALLY program is an effective approach to the implementation and analysis of a brand’s social media efforts. REALLY stands for: Research, Engage, Analytics, Listen, Learn, You.
Sounds like marketing, doesn’t it? In Chanel’s eternal branding genius, they generated 4 visually delicate but unmistakable vignettes that are just long enough to draw in the viewer, but short enough to keep rapt attention. Based on the rolled jeans and bike ride featured in the vignettes, this creative balance is precisely aimed at the Millennial target audience. Be it 1957 or 2015, Chanel perpetuates their iconic aura. Judging by the number of views and comments, and multiply this by 4- one for each featured vignette, it does appear that Chanel definitely engages their audience.
Chanel’s 2015 social media marketing of their 1957 slingback is undoubtedly on target. Can’t wait to see them on all those feet.
Christine C. Oddo is the author of The Christine Report blog and founder of Madison Luxe Group; a beauty and luxury product retail sales and digital strategy agency.
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