Escada show that social media can be used to re-launch past flagship products before a new audience, helping to build brand awareness and strengthen values of heritage.
Many brands such as Nike, Ford and Nespresso have used social media as the stage for product “come-backs”, allowing them to target a wider and often younger audience. Escada have recently used a similar approach by re-launching their three flagship fragrances from the 90s: Sexy Graffiti, Island Kiss and Rockin’ Rio. Fans can fill in the 'Which Escada Girl Are You?' quiz to find out which of the re-launched Summer Fragrances best suits their personality and order a sample.
WaveMetrix analysis shows that Escada’s strategy has revived some of the brand’s heritage image. Consumer comments on Escada’s post about the re-launched Summer Fragrances reflect a much stronger perception of Escada perfumes as timeless classics. In addition, the personality quiz allows fans to identify with one of the three Summer Fragrances, creating a strong emotional connection.
Comments on the Summer Fragrances reflect Escada’s heritage much more strongly than other posts:
- Escada Summer Fragrances boost the brand's heritage image: Escada's strategy of re-launching 90s perfumes on their Facebook page helps to increase its perception as a heritage brand amonsgt social media fans. The post about Summer Fragrances contains over four times more references to the Escada heritage, with fans pleased to see their "old favorites" being brought back. Other posts on the Escada Facebook page contain less reference to heritage as they are more focused on new collections and new products
Consumers identify the perfume that best suits their personality after taking the quiz, with Sexy Graffiti being the most popular:
Comments
Leonie Bulman should get her facts straight before she posted this. All three fragrances debuted within the last 10 years, not the 90s. I believe Sexy Graffiti was 2002, Island Kiss in 2003, and Rockin Rio in 2005.
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