Paolita and the effect of social media

What’s the effect of Social Media on a brand? FashionUnited contacted Anna Paola, designer of Paolita, and got some interesting answers. Established in London by the designer Anna Paola, ‘Paolita’, focuses on beachwear.  Having spent many summers by the sea,

Anna Paola, like many other women, know that with swimwear it is difficult to encounter a good balance between quality, design and sensitivity towards the female body. Paolita has two collections for SS2011: the Floreana and Voyage collections.  Anna Paola and her team discussed and understood from other women what makes them feel comfortable and sexy at the beach, a place where women are at their most exposed.  Her aim was to create shapes that complement the figure, so that women can feel confident and beautiful.  Anna Paola’s designs always find consideration in the fact that women’s bodies vary in sizes and shapes.

Fashion

United: How would you describe the role of marketing in your company?
Anna Paola: The role of marketing is just as important as design.  We sourced the highest quality Spanish and French fabrics, and are making a point to manufacture using the best craftsmen in order to attain the highest quality.
It is essential to know ones marketplace and current and future trends.  Many hours of work are dedicated to design and selecting fabrics and the appropriate service providers.  But equally, there are many hours dedicated to business and marketing strategy.  Therefore, it is essential to have the right people in the right positions to execute a well thought out marketing strategy.  My business partner, Joseph Bachman, heads our global business development.  An important note to make is that we realise one person cannot do everything, and this is unfortunately where many young designers suffer growing pains.     

FU: How would you define your focus, online vs offline?
AP: Our marketing approach includes traditional offline activities and the more modern online channels to market.  However, we are initiating more innovative marketing campaigns and programmes that will shift our marketing strategy from one of interruption marketing to more of permission based marketing.  The permission based marketing is achieved through online and offline marketing channels.  Not to give away too much of our strategy, but we aim to build not only the
Paolita brand but also our partners brands (boutiques that stock Paolita designs).  

FU: Do you use social media to promote your brand? What is your objective?
AP: We do use social media to promote the Paolita brand.  Our objective is to constantly and consistently communicate compact messages to our partners and the end customer.  For example, we include “behind the scenes” videos and pictures to our photo shoots and fashion shows on our facebook page ‘Paolita’ and you can also follow us on twitter as ‘Paolitabeach’.  We also invite our partners to exclusive parties and events.

FU: Which social media platform do you use and why?
AP: Facebook  Twitter  Youtube (videos)  
We use Facebook, Twitter and Youtube.  Facebook is by far the most popular channel to market for our online communication.  We also have videos on Youtube, but display these Youtube videos on Facebook.  In terms of Twitter, we keep our followers update on day-to-day activities, such as our attendance at trade shows or fashion shows.  

FU: What are the costs in % compared to "the traditional media" in terms of time?
AP: We are very conscientious of our time because time is the most valuable thing in life and business.  Online marketing activities have the potential to save time and maximise our reach and speed of communication.  However, it is essential not to abuse the online marketing channels with meaningless messages and SPAM because this will not only waste time but will harm ones brand and lessen credibility with customers.  There are massive opportunities to gain through online marketing with time and money; however, if not done properly, there can be significant opportunity loss.

FU: What are the costs in % compared to "the traditional media" in terms of money?
AP: We believe that it is important to maintain a balance in our marketing approach between traditional media and new media channels such as social networking and our online website.  Given that we are taking more of a permission based marketing approach, we tend to focus more on social networking and face-to-face interaction.  We still need to gain the attention of partners and the end customer, so traditional media still plays an important role, but then we try to make it more interactive through permission marketing techniques.  We find that social networking is very useful for gaining and maintaining partners and end customers attention.

FU: What impact does the use of social media have on sales?
AP: Social networking sites have proven to be a profitable channel to market because we often receive messages from customers asking where to buy Paolita designs.  We pass on the details of our stockists for their respective area.  As mentioned above, we strive to build not only the Paolita brand, but also our partners’ brands.

FU: What impact does the use of social media have on visibility of your brand?
AP: We have leveraged social media in such a way to empower the Paolita brand.  Within the first year, we have taken the Paolita brand global, and continually reinforce brand equity through social networking sites.  

FU: Can you tell us a little more about your latest success story (a milestone)?
AP: In terms of measuring the success of marketing, that is taking ones marketing efforts and converting to sales, we have had several interesting wins.  For example, Lingerie Buyer had an article about Paolita in their magazine and website.  We have received orders that are directly linked to boutiques reading about Paolita in Lingerie Buyer.  
We have also received orders from boutiques in Germany and The Netherlands, after they saw our videos on Youtube through Facebook.  

The brand ‘Paolita’ does not intend to target a particular age group.  It tries instead to evoke a feeling, one of poise, liveliness and individuality, which every woman should have the chance to possess.We are committed to excellent quality that directly meets women’s needs, desires and wants.  We will have personal relationships with buyers and the end customers, that is, the people selling and wearing our beachwear.  The employees, partners and suppliers that work with us can see our excitement and passion, which creates a creative work environment that, encourages innovative thought and rewards individuals and teams for their ideas.