Why The Bottega Veneta Instagram Account Was Deleted

The Bottega Veneta Instagram account has been deleted for more than a month now. No warning, no pre buzz! 2.5 million followers were left aside ...or not? 

How come a brand like Bottega Veneta disappears from the social landscape, all of a sudden? New trending wave? New strategy?

Bottega Veneta and Instagram Marketing Move

"Regarding its digital communication strategy, it's not disappearing from social networks - it's merely using them differently. Bottega has decided, in line with its positioning, to lean much more on its ambassadors and fans by giving them the material they need to talk about the brand through various social networks, by letting them speak for the brand rather than doing it itself," Kering chairman and chief executive officer François-Henri Pinault  said.
He stated that each brand under the company, like Gucci, Saint Laurent and Alexander McQueen, has its own strategy. "In order to be very complementary, we don't want to replicate the same thing at every brand. Bottega has had a very specific positioning for years, which is now being reinforced," he continued. 

Top Fashion Influencers Do the Brand's Marketing

And this strategy seems to pay of, for the brand, as it created the buzz for a brand that started to have less sparkles than the sisters in the house. Moreover, the creative director, Daniel Lee, wanted to create a more human touch to the new collection. The presentation for the 2021 collection was small and turned into a film and a book by Rosemarie Trockel, the German artist. 

Bottega Veneta and Instagram connected through Influencers and Direct Consumers

Maybe this human touch refers to the thing that the brand found more accesibility in marketing through the voices of the influencers. So, there are new pages that talk about the brand and this is what the story of the Instagram account is about: presenting the brand straight from the consumers and influencers' accounts. A strategy that may or may not work, it's time to decide, in an epoch where influencers are on a descending peak.

Author Andra Oprea