Read on Twitter
1. Thread of a few fashion/apparel brands that are doing an exceptional job of pivoting their marketing in the time of #covid19 by keeping it real.
First up: @veronicabeard and their IG content strategy pivot
First up: @veronicabeard and their IG content strategy pivot
2. Most fashion brand IG grids are typically a mix of campaign photos and mega-influencer UGC.
VB has always mixed in memes and humor, but they have gone all-in on this down to earth approach since quarantine.
Followers have noticed, and love it (see the comments)
VB has always mixed in memes and humor, but they have gone all-in on this down to earth approach since quarantine.
Followers have noticed, and love it (see the comments)
3. @nililotan has added a "life" section to their site, with personal notes and photos from the brand founder.
Before quarantine the site was 100% ecom and campaign content. They took a risk with a more personal, transparent POV and IMO it has paid off.
Before quarantine the site was 100% ecom and campaign content. They took a risk with a more personal, transparent POV and IMO it has paid off.
4. http://carbon38.com"> http://carbon38.com (they don& #39;t tweet 
https://abs.twimg.com/emoji/v2/... draggable="false" alt="đ§" title="Face with monocle" aria-label="Emoji: Face with monocle">) speaking directly to their customers& #39; new reality in this homepage module.
) speaking directly to their customers& #39; new reality in this homepage module." title="4. http://carbon38.com (they don& #39;t tweet https://abs.twimg.com/emoji/v2/... draggable="false" alt="đ§" title="Face with monocle" aria-label="Emoji: Face with monocle">) speaking directly to their customers& #39; new reality in this homepage module." class="img-responsive" style="max-width:100%;"/>
5. @LaLigneNYC email containing a "Zoom photo shoot" with different team members wearing pieces currently for sale on the site.
Again, bold move - would this be considered "on brand" BC (before Covid)? But it reflects our lives, so IMO it pays off big time.
Again, bold move - would this be considered "on brand" BC (before Covid)? But it reflects our lives, so IMO it pays off big time.
6. @mmlafleur sending an all text email full of "virtual sunshine": a list of pleasant and entertaining links with zero sell.
This is a true value add. Not a sell disguised as a value add.
This is a true value add. Not a sell disguised as a value add.
7. Three takeaways: fashion brands are usually focused on "the fantasy" and developing exclusivity via a "you can& #39;t sit with us" aesthetic code.
That doesn& #39;t feel relevant anymore.
That doesn& #39;t feel relevant anymore.
8. Takeaway 2: most of the brands in this thread are small(er) and independent.
Therefore, they are able to take these kinds of risk and move fast enough to execute while still relevant.
Compare to big Euro luxury group brands, which are still going 100% "blue steel"
Therefore, they are able to take these kinds of risk and move fast enough to execute while still relevant.
Compare to big Euro luxury group brands, which are still going 100% "blue steel"
