Juicy Couture
Juicy
Couture’s Facebook page effectively maintains a devoted consumer base through niche marketing and successfully attracts new consumers. The page’s
aesthetic presentation is characterized by glamorous photos, vivacious colors, and high
fashion. Currently, over two millions
Facebook users “like” this page. Often
times, Juicy Couture posts VIP coupons so that their Facebook fans can receive
promotions and stay informed about the latest sale events. Users can also enter into contests to win
shopping sprees and other prizes. The
page is updated daily with products, promotional sale codes, contests, videos,
or photos. As discussed in lecture, many
individuals “like” this page because they want to be associated with a kind of
status or prestige. Juicy Couture is a
more expensive brand; therefore, it can be inferred that even people who cannot
afford the products will “like” the page and spread its popularity because it
is (for lack of better words) the cool thing to do…
At least
once per week, photos are uploaded featuring celebrities, models or actresses
wearing Juicy Couture clothing and products in their everyday life. This relates back to the idea of status
achieved from liking the page, buying the products, and wearing the fashion
because it sends the message that you can feel and look like a celebrity
too. Juicy Couture also utilizes the
Facebook page as one element of cross-promotion and multi-platforming. Posts often redirect users to the official
Juicy Couture website, offer links to hot videos, and sometimes feature a
hashtag for contest entry via Twitter. However,
the site lacks user-generated content as well as an effective “dialogue” portal
on this page; nonetheless, in my opinion, user-generated content would actually
destroy both the glamorous and professional elements of the page and would not
help to improve the brand’s image. The
dialogue present on the page exists in the form of comments – among hundreds
for each post. In defense of this absence
of consumer/brand conversation, many of the comments simply say things like: “Love
it!”, “Need it!”, or my personal
favorite is when girls presumably tag their boyfriend’s or husband’s name in
the post in order to openly hint that they would enjoy the product as a
potential gift. Juicy Couture’s Facebook
page functions to keep fans loyal, happy, and eager to engage in the elusive world
of shopping.
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