Bottega Veneta Returns To Social Media After Two Years, But Only In This Country
In January 2021, Bottega Veneta stunned the fashion world by disappearing off social media—abandoning its Instagram, Facebook, Twitter, and Weibo pages—during a time when its competitors were ramping up their presence online.
While some speculated that it might’ve been a stunt for that year’s Spring/Summer collection, the luxury label ended up staying off online platforms for over two years. Now, it appears the brand might be making a comeback, but only in China.
According to WWD, the fashion house returned to Weibo just as quietly as it had left, where without any warning, it shared a teaser video of its upcoming Fall/Winter 2023 collection. This one clip alone has since garnered over two million views on the site.
A day later, the Maison uploaded another 15-second shot, which provided more insight into the show, which is expected to feature a moody, melancholic vibe. As per Hypebeast, the account gained more than 3,000 new followers since the post.
Interestingly, a similar shot was shared on Instagram by Bottega Venta’s Creative Director Matthieu Blazy, but there still appears to be no sign of the brand’s account returning to life on the Meta-owned platform.
Why would the brand choose to return to one social media platform instead of all? This could be because Chinese consumers respond to different social media strategies than the West, according to a recent Bain report.
The findings theorized that brands with higher online presence performed better than those with a smaller digital footprint, which could point to why Bottega Veneta has chosen to revive its online marketing strategy with Weibo.
Could the luxury fashion house make a surprise appearance on Instagram, Twitter, or Facebook soon? We’ll soon find out.
[via WWD and Hypebeast, cover image via Tea | Dreamstime.com]
