5 digitally-driven strategies for beauty, luxury and ... · genuinely inspiring exchange....

5 Digitally-Driven Strategies for Beauty, Luxury and Fashion Brands Today

Copyright of Spring 2020

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Brands & retailers are accelerating digital initiatives, recognising both the

commercial potential and the need to find new and innovative ways to connect

with the broader community, drive affinity and acquire customers.

In this report, we identify the 5 digital strategies brands should consider in

navigating the pandemic from recovery towards normalisation.


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1. Embrace your Brand Values for Social Content that stands outSocial media usage has surged, social commerce is on

the rise and mediums have proliferated: livestream,

commentary commerce, intimate interviews, curated

playlists and new podcasts to name a few.

While social offers brands a key opportunity to

connect and transact during the crisis, the stakes are

higher than ever to stand out in a sea of sameness.

Brands need to focus on delivering engaging and

brand-building content to break through the clutter,

using analytics and the range of tools at their disposal

to fuel quality content creation.

5 D I G I T A L L Y - D R I V E N S T R A T E G I E S F O R B R A N D S T O D A Y

E X A M P L E S

L O E W E E N C A S A

The Spanish Fashion House are

hosting an ongoing series of online

events and workshops, “in

conversation” sessions and artist

studio tours via Instagram Live

B U C H E R E R C E R T I F I E D P R E - O W N E D

Spring used campaign analytics to

inform a campaign refresh,

optimising the assets we had

available across Instagram Stories

& Feed to drive engagement and

ensure maximum usage and

relevance over time


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2. Crowdsource from your Community for EngagementBrands are turning to digital to forge meaningful

connections and the best of those are generating

interaction with the community.

Covid-19 “Content Fatigue” is setting in and brands

need to be strategic and focus on delivering genuinely

entertaining content that gives people a reason to not

simply engage, but actively lean in and interact.From crowdsourced creative challenges to expert-led

masterclasses, brands that successfully cut through

the noise are tapping into their communities to offer

unique insight and access and, in so doing, foster a

genuinely inspiring exchange.

# M C Q U E E N C R E A T O R S

E X A M P L E S

The fashion house is setting weekly

challenges inspired by its own in-

house creative teams. Inspired by

details from the House’s archival

collections, themes to date have

included embroidered bees,

drawing the silhouettes of the SS20

womenswear and AW20 menswear

collection and screen printing

# S H O T A T H O M E B Y S P R I N G

At Spring we want to celebrate the

power of creativity to bring people

together, wherever they are. The

brief is simple: share the view from

your window, or inside your space.

The best images are regrammed by

Spring, extending the solidarity to

our wider network



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3. Reimagine the Product Drop Digitally

As some industries have chosen to postpone new

launches in light of the pandemic, luxury pioneers

have instead embraced new ways to showcase

product in the digital realm: from deeper digital

storytelling around product, to live streamed

experiences that seek to recreate the tangibility &

interactivity of in-person product discovery at home.Realising physical events could not

take place due to Covid-19, SFW

quickly pivoted to a fully digital

edition, live-streamed via the eCom

app Tmall and its sister app Taobao.

From real time collection showcases

with live audience Q&As to models

walking through totally virtual sets,

the digital fashion week attracted

2.5m+ viewers in the first 3hrs alone

E X A M P L E S

S H A N G H A I F A S H I O N W E E K F E B 2 0 2 0

B R E I T L I N G S U M M I T

In replacement of their bi-annual

Summit Event Breitling worked

with Spring to create an elevated

and innovative way to share the

new launches and highlights. The

event received excellent feedback

from the community and the press:

“We had huge visibility from it…In

the hundreds of thousands.” –

Georges Kern, CEO, Breitling



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4. Supercharge the Shopping Experience

While online consultations are not a new phenomenon, there has been a spike in demand as people shopping online find they still appreciate a

human touch. AR/VR try on technologies are also gaining traction

during the pandemic, as consumers experiment with

tools in lieu of being able to experience the ‘real thing’

- enhancing the online shopping experience and also

replacing beauty testers in-store as shops reopen.There is a commercial incentive for brands with

reports of increased conversion rates & basket sizes

for consumers who interact with virtual consultation &

try on tools.

A N N O U S H K A L O N D O N N A R S

During the pandemic, the London

jeweller has been able to boost

sales by inviting online shoppers to

interact with its associates through

1:1 messaging and live-streaming.

As stores reopen, the app will also

facilitate in-store appointment

booking and provide virtual

consultations with associates from

the shop floor

NARS was an early adopter of AR

make up try on technology across

social, eCom & physical retail. Nars

VP of Global Digital Strategy and

Social Engagement, Dina Fierro,

told Vogue Business that she

expects to see an acceleration of

virtual try on in the West due to

Covid-19

E X A M P L E S



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5. Leverage Digital Innovation in Production

The etailer is using AR technology

to digitally map products onto the

model in a realistic way, taking

account of the size, cut and fit of

each garment. The innovative

technique ensures product

presentation remains as realistic

and engaging as possible, while

adhering to social distancing

E X A M P L E S

In spite of the current crisis, brands still have key

campaigns and product launches in the marketing

calendar that they need to deliver.Brands and retailers are also proactively developing

content and campaigns in anticipation of the gradual

reopening of stores.

In order to overcome the practical and safety

constraints around content creation and production

while social distancing, brands are harnessing the

power of digital to devise innovative new approaches

to producing assets.

A S O S

Spring are innovating with

separately shooting talent &

product and then using digital

to bring them together in one

shot as if worn

L E A D I N G W A T C H & J E W E L L E R Y R E T A I L E R



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5 Digitally-Driven Strategies for Brands TodayI N S U M M A R Y

E M B R A C E Y O U R B R A N D V A L U E S

F O R S O C I A L C O N T E N T T H A T S T A N D S O U T

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C R O W D S O U R C E F R O M Y O U R C O M M U N I T Y F O R E N G A G E M E N T

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L E V E R A G E D I G I T A L I N N O V A T I O N

I N P R O D U C T I O N

R E I M A G I N E T H E P R O D U C T D R O P

D I G I T A L L Y

S U P E R C H A R G E T H E S H O P P I N G

E X P E R I E N C E

#ShotAtHome


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If you’d like to discuss how Spring can help you, please reach out to:

[email protected]


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5 digitally-driven strategies for beauty, luxury and ... · genuinely inspiring exchange....

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