Selling a luxury or fashion product involves numerous communication strategies. With the advent of the web and social networks, digital communication is now at the heart of luxury brands' marketing strategies.
Today, more than ever, the major luxury brands are bursting with inventiveness to tell a real story around a luxury product or clothing collection.
If you're passionate about luxury and fashion, and want to bring a fashion brand to life through inventive communication strategies, digital communication is the way to go!
At the origin of a brand's digital communication: professions linked to communication strategies
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Digital Communications Manager
The digital communications manager is the driving force behind a brand's web-based communications strategies. He/she shapes and directs the various digital communication plans that will be present on different media: the brand's website, but also blogs and social networks. He also oversees the various internal and external teams involved in managing online traffic and content. He's the one who perfectly masters the statistics on site visits, traffic, positioning, social network distribution and so on.
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Digital Project Manager
Both creative and geeky, the digital project manager must possess multiple skills. He's the one who directs and coordinates online communication projects. They not only create a communications project, but also manage its implementation and impact. In fact, they are involved in coordinating a brand's digital communication plans. He or she manages digital and digital teams, as well as marketing teams.
Controlling your brand image: social media professions
Social media are an ideal showcase for fashion and luxury brands. They bring together a large community, while broadcasting a profusion of images on an almost daily basis. As a result, the identity of certain brands has been formed through their image on social networks.
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Social Media Manager
In terms of digital communications, the social media manager is the person in charge of editorial and marketing strategies on social networks. They draw up strategies for social media presence, while ensuring that the brand's success develops. He is also the one who directs community manager.
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Community Manager
As direct assistant to the Social Media Manager, the main mission of the community manager is to federate a community around a product on social networks. They must ensure that a positive image of the brand is conveyed. In addition, he/she monitors everything that is said about the brand on the networks.
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Content Manager
The content manager plays a major role in a brand's digital communications department. He or she is responsible for writing all the content posted on the networks, whether articles, videos or images. To work as a content manager, you need to have excellent writing skills, as well as mastering SEO, optimization and web traffic techniques.
Increase your visibility: technical digital professions
In addition to social media, there are a number of other techniques for increasing visibility on the Internet. Today, the major luxury brands have understood that they need as much traffic as possible on their sites. Here's a look at some of the most sought-after jobs in digital communications in the luxury goods industry.
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Traffic Manager
The traffic manager, as the name suggests, is the person who controls the traffic on a brand's website. The aim is to increase visits and boost online sales. His main mission is to establish statistical studies of the habits and attitudes of the brand's consumers on the web. It also helps the community manager better manage the flow of content produced by Internet users.
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SEO / SEA Consultant
Working closely with the Webmarketer, the SEO / SEA consultant plays a key role in a luxury brand's online positioning strategies. In the first instance, he/she works to increase the brand's natural referencing, i.e. to ensure that the site is placed in the first results of a search engine. Secondly, he works on paid search, i.e. buying keywords to increase the brand's visibility on the Internet.
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e-reputation manager
The definition of this profession can be found in its name. The e-reputation manager manages the reputation of a brand, and more specifically, luxury products, on the Internet. They must be attentive to the opinions of all consumers of the brand's products. As a result, he or she is involved in all online media: social networks, forums, blogs, sites specializing in consumer reviews, and so on. He or she is also the one who maintains a close relationship with consumers / web users, and takes care to respond to their concerns.
If all these professions appeal to you, but you're not yet sure exactly what you want to do in digital communications, don't panic! We recommend you take a bachelor Fashion and Digital Marketingand continue on a master's degree in communication and brands which will give you a comprehensive knowledge of the luxury and fashion industries, while training you in digital communications, thanks to numerous internships with leading luxury brands.
