Bottega Veneta explained its disappearance from social media

After more than a month of speculation, an explanation for Bottega Veneta's disappearance from social media has finally come from Kering's highest office, CEO François-Henri Pinault. After the presentation of the quarterly reports, Pinault in fact clarified with a statement the reason for the brand's disappearance from social media, while revealing the logic behind the social media managing of Kering's many brands. Here are Pinault's words:

«Regarding its digital communication strategy, it’s not disappearing from social networks — it’s merely using them differently. Bottega has decided, in line with its positioning, to lean much more on its ambassadors and fans by giving them the material they need to talk about the brand through various social networks, by letting them speak for the brand rather than doing it itself. […] In order to be very complementary, we don’t want to replicate the same thing at every brand. Bottega has had a very specific positioning for years, which is now being reinforced».

The hypotheses formulated earlier on the disappearance of the brand from social media are therefore confirmed positive: as we wrote in a previous article, «Bottega Veneta has gone from a direct social strategy to an indirect and organic one – a model, that is, in which it is the brand's own fanbase that transmits and takes care of its image from below». Speaking about this strategy, Pinault pointed out its similarities to that of Balenciaga, which has renounced captions and produces user-generated content. The implications of this can help us look at the social activities of a brand with a different look, which takes into account the type of positioning desired by each brand with a view to a collective strategy organized from above by the industrial group to which it belongs.