Ralph Lauren engages consumers with 4D Light Show and Daily Gift ideas

Ralph Lauren shows how a high-fashion brand can use a variety of social media content to encourage consumer discussion. While content around their 4D Light Show engages consumers, the Daily Gift ideas actually get consumers discussing the brand and product range.

Over the past few months, WaveMetrix has analysed how high-fashion brands use social media in different ways in order to engage consumers around their brand and products. Louis Vuitton and Burberry have used non-fashion related content, Chanel used big-name celebrities and Gucci focussed on product collections. In contrast, Ralph Lauren social media aims to engage consumers with a wide range of content focused on gift ideas, product features, competitions and promotions of "the world’s first 4-dimensional light show" at its London store.

• "Daily Gift Guide" content prompts consumer discussion around Ralph Lauren products: Consumers "love" and "really want" the "cool" Ralph Lauren glasses and say the colours of the brand's clothing are "very stylish". The "Create your own fragrance" competition prompts consumers to say the Big Pony Collection is "nice" with "the best scents"; some go on to pick out their favourite perfumes. Negative buzz it at low levels with a few saying the products are "too expensive"

• "Cool" 4D Light Show engages consumers: They say the 4D Light Show "looks amazing" and "gorgeous" and is a "great idea". Some say they "can’t wait" for the show or wish they could "be there". Only a few comment negatively, saying the show "looks stupid"

• Ralph Lauren social media content provokes positive brand discussion: Some consumers say the brand is "timeless" and "classic" and "a master among all", while others simply say they "love" the brand and it is "their favourite"

• Current owners say they "love Ralph Lauren products": Some say it is "an addiction" and their "way of life", or admit that they have to wear Ralph Lauren "from head to toe". Others say it is their "favourite brand" as they are a "fresh maker of fine clothes"

• Potential owners say how they "need to get" Ralph Lauren products: They say certain products "look nice" or are "worth the money". Others express their desire to own Ralph Lauren merchendise more explicitly, saying they are "tempted to buy" or "really want" the brand's clothes, accessories, or perfumes

• "Incredible" 4D Light Show "impresses" some consumers: Consumers responding to specific 4D Light Show content say the video is the "highest level of creativity" and that the show looks "breathtaking" and "really cool". However, these consumers do not go on to discuss Ralph Lauren products