When Bottega Veneta decided to delete all of their Social Media back in August of 2021, people thought it was a temporary digital detox or a strategic business move. None of us really knew the reason why. What we do know is that the brand has had continued growth without Social Media.
How does Bottega Veneta continue to grow without Social Media?
Social Media is a powerful platform for Fashion Brands helping Fashion Brands increase market reach, attract new customers, and communicate directly with customers. Bottega Veneta’s sales somehow keep growing without access to all of the Social Media benefits. I set my sights to find out how.
Reliant on their Exclusive Wholesale Network. Owned by the Kering Group, Bottega Veneta produced €363.4 million in revenue in 3rd quarter 2021 up 9.3% from 2020. Their revenue is not reliant on new customers alone, but both existing and new customers. According to Bottega Venetta’s 3rd Quarter revenue report, the House’s very balanced growth is driven by its success with both existing and new customers. On a comparable basis, revenue from their highly exclusive wholesale network rose by 18.3% compared to the third quarter of 2020. Wholesale revenues represent 18% of Bottega Veneta’s total sales. Their exclusive wholesale network is a key element to their success. Their exclusive wholesale network are the likes of Neiman Marcus, Nordstrom and other top tier luxury retailers.
Understated. They’re not Ostentatious — This fancy word is louder than Bottega Veneta. They have always been subtle. No bold logos, no celebrity or brand collaborations. They have always relied on authentic growth. It has gotten them this far and it looks like it’s working.
Dislike of Social Media. According to Vogue.com, Bottega Veneta replaced their social media with a digital journal. Stating that the Creative Director at the time, Daniel Lee, seemed to dislike social media. “Social media represents the homogenization of culture,” he told The Guardian today. “Everyone sees the same stream of content. A huge amount of thought goes into what I do, and social media oversimplifies it.”
Perceived Value. Bottega Veneta does not follow the fashion industry crowd. They do not gift items to social media influencers or celebrities. Influencers and celebrities actually buy Bottega Veneta. The brand sells itself because of their craftsmanship and aesthetically pleasing leather products. The brand is built on superior quality and exclusivity and customers can see this value without social media. The brand has chosen to continue to focus on building their actual and perceived value rather than creating a social media following.
Bottega Veneta’s Instagram Fan pages show that they have millions of advocates that are happy with their products and have a natural desire to support their brand. These volunteer alliances come from authentic customer enthusiasm and lines up with Bottega Veneta’s growth strategy. Since 74% of consumers identify product referrals as a key influencer in their purchasing decisions, as long as Bottega Veneta keeps satisfying their current customer base, Bottega Veneta will continue to have success without social media.
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