V. Pro mot ion Céline is one of the most influen�al fashion brands on the market. Compared to other luxury brands, Céline is one of the few luxury brands lacking a social media opera�on and a website without e-commerce capabili�es except for France. Un�l February 2017, the brand launched an official Instagram account and opened a WeChat account on November, 2017. In other words, Céline is very beginning on the social media pla�orms, but it makes brand exclusive and mysterious for customers by no overexposure on the internet. The promo�on strategy of Céline is no fanfare, under the previous crea�ve director Phoebe Philo’s direc�on, Céline will maintain its low-key style and focus on current two social media pla�orms to connect with the customers and present this style to all Céline’s followers. The purpose of social media pla�orms for Céline is not to sell the products but to present the spirit of the brand. Céline will con�nue using Instagram to emphasize its products, materials and colors without too much descrip�on and keep focus on visual images. In the Asian market, Chinese customers will receive the latest news from Céline such as new products and collec�ons through following the official WeChat account. Although Céline won’t operate other social media pla�orms, the new online pla�orm 24 Sèvres operates several social media pla�orms such as Facebook, Twi�er and mobile app. It can allow 24 Sèvres to promote some Céline’s products when the brand is available on the website. Thus, 24 Sèvres may help Céline a�ract some other luxury brands’ customers. In addi�on, Céline holds two annual runway shows in Paris. The shows can invite some online influencers, and they will be another influen�al promo�on strategy for Céline because Céline doesn’t pay for bloggers to promote their products, but the brand a�racts those influencers to promote it. Céline should keep this advantages from them.
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Fig.24. Official Instagram Page & Spring Summer 2018 Ready to Wear collec�on