Bottega Veneta is slowing down the way it communicates with its digital newspaper, going against the grain of other houses by using organic marketing
What is organic marketing?
It’s a form of marketing that allows customers to become interested in your brand without feeling pressured to consume. It’s a kind of marketing that advocates invitation. As a result, you are not oppressed by it. It is a kind of “soft marketing”, although very effective, as the Italian house Bottega Veneta shows us.
Bottega Veneta leaves social networks and bets on a digital magazine
At the initiative of Daniel Lee, the artistic director of the house since 2018, the brand is leaving Instagram, Facebook and Twitter in January 2021. This is not a mistake or for lack of visibility, but an assumed choice, as Daniel Lee, interviewed by The Guardian magazine, accused social networks of “homogenising culture”.
In fact, he has chosen to go against the grain, with slower and more thoughtful content. On 31 March 2021, “Issue 01” was launched and 3 months later “Issue 02”. This is the project of a quarterly digital magazine that aims to represent and share Daniel Lee’s aesthetic and cultural vision for Bottega Veneta. It is available on a dedicated website. Daniel Lee hopes that with this first issue, the public will “sit down and watch it, like you would a movie”.
With this more researched content, Daniel Lee invites the public to think about how they consume information. Is it better to ingest a lot of information via social networks or to take the time to reflect and interpret by sorting through it?
An immersive magazine
Although other luxury brands have been publishing their own print magazines for several years, Bottega Veneta is leading the way in innovation. It is a living magazine that immerses us in an audiovisual and intimate universe, whose artistic direction juggles both fashion and the visual arts.
This project involves some thirty artists, placing the Kering group, owner of the brand, in a cultural dimension, an element that goes hand in hand with the symbolic values of the house.
By favouring an exclusive digital communication method, Bottega Veneta claims to be a cultural player.
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