Armani Goes Social With #ArmaniTweetTalks by Katarina Radovic
In order to develop its Chinese fashion market Armani has decided to go social by engaging its fans with a Twitter discussion. This online panel was officially launched on June 1st with the hashtag #ArmaniTweetTalks. All the fans are invited to be a part of Armani’s fashion conversations that are lead by a Twitter team of experts, including Angelica Cheung, editorial director of Vogue China, Federico Marchetti, founder and CEO of YOOX Group, Susie Bubble of the Style Bubble blog, fashion critic Godfrey Deeny with Hung Huang, TV commentator and blogger Tommy Ton.
Some of my favorite tweets:
Godfrey Deeny : ”At Beijing Fashion Week there are only men in bad suits, at the end the guy in the worst suit will stand up and make a speech!
“Let’s forget about Chinese culture from a Western perspective – it’s not about those red doors and those dragons”
“Chinese fashion design for the 1990’s became literally a zoo”
“These brands from the 90’s thought that naming brands after an animal – inspired by Lacoste’s alligator – would make them sell more”
“Chinese designer labels try to stay away from government-run shows because they don’t want to be put together with the zoo”
“It is an example of successful Chinese brands in the Chinese market. And her fashion is not Western based”
All questions can be submitted and followed on the site’s Tweetwall. The first discussions were dedicated to the Armani’s ‘One Night Only in Beijing’ show and they are continued with the usual fashion issues. It seems that the public reactions are satisfying just like it was expected because of Armani’s growing social engagement that includes 68,000 Twitter followers, 3.1 million Facebook fans and 1064 Instagram followers. The fashion team really knows how to attract attention with important fashion issues that require public attention and opinion, breaking some stereotypes of Chinese fashion and modern culture.