Receive the latest articles for free. Click here to get the Luxury Daily newsletters.

Dolce & Gabbana Twitter feed used to personify brand

February 25, 2011

Dolce & Gabbana has a new, mysterious Twitter account

Dolce & Gabbana has commissioned one of its employees to anonymously provide behind-the-scenes photos and details from the company’s headquarters in Milan via Twitter to personify the brand.

The feed, @Iwork4DG, provides an insider’s perspective on the goings-on of Dolce & Gabbana in Milan, most recently at Fashion Week. The employee tweets pictures of models, samples of makeup, runway images and pictures of Stefano Gabbana, Domenico Dolce and other brand heads.

“The strategy is to focus on creating a personality outside of the generic Dolce & Gabbana Twitter handle and by doing this it enables a social personality that people like to see,” said Daniel Rosenberg, a social media expert from Ann Arbor, MI. “A mundane Twitter account just offering deals is cool, but consumers want to see somebody in the trenches.

“Dolce & Gabbana wants to create a personality that is internalized so that they can push it out,” he said.

In the trenches
Dolce & Gabbana has a regular Twitter handle, which is used to promote the brand through campaigns, videos and updates.

However, @Iwork4DG is conversational, playful and reveals an insider’s take on the brand’s inner workings.

The employee has uploaded pictures of outfits that he or she likes, tweeted about other fashion industry individuals and documents interesting parts of his or her day.

Oscar de la Renta has been using a similar tactic with the @OscarPRGirl Twitter and Tumblr.

The more personalized Twitter account gives consumers an insider’s perspective into what it is like to be in the luxury world in a more casual and personal way.

“Rather than tweeting promotional messages or advocating a product, @OscarPRgirl connects to consumers by providing insights into what it is like working for one of the most coveted luxury brands,” said Isabella Josefsberg, community manager at Spring Creek Group, Seattle.

“Whether she is tweeting about her conversations with Oscar himself, or tweeting tidbits about life in NYC, she is providing value to the brand by providing more personal, casual and fun insights,” she said.

“Her tweets really resonate with consumers because they aren’t purely promotional and they make Oscar de la Renta more accessible to the average consumer.”

Although this initiative does make luxury brands a little more approachable, there are definitely some pitfalls involved.

If the accounts are not correctly extending the brand’s image, it could prove detrimental to the brand.

Twitter’s appeal is a double-edged sword.

Tweets have the capability to reach a large number of people, but brands have to be careful that what is being shared establishes a consistent brand voice and has a clear idea of what kind of information and insights the brand wants to share with the community, Ms. Josefsberg said.

The Social Networks
Dolce & Gabbana has been pushing this initiative through various social media outlets.

Both the official Dolce & Gabbana account and Stefano Gabbana’s personal account Tweeted to @Iwork4DG and linked to an article on the brand’s blog, Swide.

The accounts also linked to a small article on Swide, where @Iwork4DG introduced his or herself for the first time this morning.

The brand’s Facebook account also linked to this article.

Twitter has approximately 125 million users, most of whom are active. It is interesting that a lot of brands in the luxury industry are jumping on board with social media and amassing themselves in the social atmosphere, Mr. Rosenberg said.

“Dolce & Gabbana’s decision to launch the @Iwork4DG twitter handle is a smart move,” Ms. Josefsberg said. “Many other luxury brands and retailers have already built a large following and received recognition for their efforts in social media.

“In order to stay relevant and connect with consumers in a new way, it is valuable for D&G to keep up with the other brands who already have established voices on social networks,” she said.

Rachel Lamb is an editorial assistant at Luxury Daily. Reach her at rachel@napean.com.

Rachel Lamb is an associate reporter on Luxury Daily. Her beats are apparel and accessories, arts and entertainment, education, food and beverage, fragrance and personal care, government, healthcare, home furnishings, jewelry, legal/privacy and nonprofits. Reach her at rachel@napean.com.