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Fashion jewellery brands create digital community hubs to build customer relationships

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Fashion jewellery brands have been investing heavily in their digital channels since physical shops were forced to close.

Not only have they been transforming their social media strategies to include content that helps connect with consumers during these difficult days, but they have also been taking the time to curate creative community hubs online – thus providing a digital experience in an age where ‘retail-tainment’ is key.

Olivia Burton led the way with its ‘Get Creative’ tab on the website. This space includes activities for customers to enjoy at home.

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The brand says: “During these difficult times surrounding Covid-19, we really wanted to do something to make the days a little brighter. WE know it’s tough – we feel it too – adapting to new ways, juggling work, worry and your little ones. We hope this can serve as a little hub of positivity for you.”

Olivia Burton’s creative curation reveals that the brand understands the needs of its customers during the coronavirus outbreak, with activities looking to provide positivity, fun and ways of staying mindful.

Launched yesterday, Astrid & Miyu has added a community tab to its website, which has lots of “self-care content” to make consumers “smile and sparkle”.

The brand says of the new section: “Your one stop, community shop! Community means a sense of belonging and at Astrid and Miyu we thrive on customer feedback and bringing positive and uplifting vibes. We’ve taken all our best bits and put them into one glorious place. Its a bit like a golden hour selfie, sheer perfection.

“Find all your “how-to’s”, self-care and love, content pieces on our collections and what we’re passionate about and so much more!”

Content on this part of the brand’s website includes a list of events taking place on the brand’s Instagram account or zoom, including cocktail making classes, exercise routines and more, as well as top tips for working from home self-care and how to look good during a video call.

Other pages do link to products as well, with the brand showing its customers how to create the perfect earring stack – something their in-store stylists were known for – and how to celebrate to wear the popular rainbow trend.

Over on the Missoma website, the brand has turned its social media initiative ‘The Link Up’ into a dedicated space on the site.

The Link Up provides customers with styling inspiration, behind-the-scenes features, motivational posts from influencers and more.

All the above responds to a report which reveals consumers want brands to be focused on people over profits during the pandemic.

Find out more about what consumers want from jewellery firms during the Covid-19 crisis below:

REVEALED: What do consumers want from jewellery brands and retailers during the pandemic?

IMAGE CREDIT: Astrid & Miyu

Tags : coronavirusdigitalsocial media
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The author Stacey Hailes

Editor, Professional Jeweller

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