Kate Foster, vice president of global marketing and communications at Juicy Couture, explained the brand’s devotees tend toward the fanatic, a trait the company has leveraged in its social media program.
“Social media perpetuates Juicy mania,” Foster said. “Our customer wants to participate in our brands. She wants to interact with the brand, and she’ll go that extra mile to share her experiences with others. She loves us, and we love that she loves us.”
This story first appeared in the June 9, 2010 issue of WWD. Subscribe Today.
As proof, Foster showed a haul of photos uploaded to the Liz Claiborne Inc.-owned brand’s Web site by customers eager to show off in the label’s wares. In 18 months on Facebook, Juicy Couture has garnered about 360,000 “likes” and is on track to clear 500,000 by the end of the year.
“Our customer profile is smack in the middle of the social media demo,” Foster said of the Juicy consumer. “Not everyone in the audience has it this easy.”
Still, Foster said that all brands should be using social media to spark consumer interest by telling compelling stories.
“We treat Facebook like an editorial outlet with a proper editorial calendar,” Foster said. She added the company uses social media to drive consumers to its own online store and to retail. In addition to Facebook, the label has worked with Polyvore, opened a Twitter account and recently launched a blog, “The Daily Couturist,” on its Web site.
“Really, what this does is reinforce the concept of social commerce; we provide our customer with ways to connect and engage with the brand in our online retail space,” Foster said. The blog features the musings of three fresh-faced employees — one each in the London, New York and Los Angeles offices — who post about their experiences with the brand.
“It’s about creating a universe of branded conversation across every consumer touch point,” Foster said, summing up Juicy’s approach to the Web. “It’s not necessarily about chasing the newest technology or trend but meeting her where she is, whether that’s in her natural habitat or on your turf.”