Fashion Brands Seek Control In Social Media Boom

"If you are not online, your customers willbe" is the thinking among luxury brands from Louis Vuitton toBurberry to Alexander McQueen. For example, Chanel created a Facebook page lastmonth, and Dolce & Gabbana  has a sitecalled Swide, a YouTube account and an ongoing Twitter feed, and may evencreate its own social network. Gucci has an iPhone app and recently unveiled a socialnetworking micro site that asks users to upload and share photos.“If Kanye Westcomes in ourstore on Rodeo Drive, we’re going to Twitter about it. [People] want instantinformation, not only on products but who’s wearing it," said AntoineArnault, communications director at Louis Vuitton. As for designerstweeting, Alexander McQueen has taken to it like a duck to water: “I do it somuch that someone needs to get me a gag!”
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