Image source: Fairplay
MILAN, ITALY - With the Decoded Fashion Milan presented by e-Pitti.com rapidly approaching, Fairplay sat down with Alessandro Pacetti, responsible of Hogan's Digital PR department, about the casual lifestyle brand’s role as a partner and judge of this year’s The Fashion Pitch competition that will award the best fashion-tech startup of the year.
Pacetti, a key force behind the luxury lifestyle brand’s savvy ad and social media campaigns like “#HoganClub” and “#HoganBusyBeautiful” discusses how Hogan has achieved worldwide recognition as THE luxury sneaker and apparel brand for Generation Y and Z and a launching pad for burgeoning celebrities.
What does it mean to Hogan to participate in Decoded Fashion Milan, an event that will unite some of the biggest players in fashion tech?
It is a great opportunity to shine a spotlight on Hogan's brand identity - its history as a luxury sneaker brands and our heritage as a lifestyle company. We are also excited about discovering new talents in the tech and fashion world.
What startups are exciting to you these days?
Those who present themselves with a deep understanding of consumer behaviour and those who know how to leverage data and influencer content, as well as what items people want to buy.
Hogan's social media strategy is pretty exciting - take the #HoganBusyBeautiful campaign for example - that dives into the lives of female DJs, editors and opinion leaders who are constantly on the move, rather than run-of-the-mill A-list celebrities. What is the thought process behind this?
We are focused on story-telling and bringing to the fore the lifestyles of the images that we have worked with, who are all in line with what Hogan represents. Hogan's history if full of personalities, whose careers took off, after they were featured in our ad campaigns.
We worked a lot with emerging names like Patricia Manfield and Giotto Calendoli and now they are really gaining steam. We also worked with Chiara Ferragni and Riccardo Pozzoli in early 2013 and now Chiara with The Blonde Salad team has just been awarded as Blogger of the Year during Bloglovin’ Awards 2015 in New York.
Hogan is intent on working with people who are really interesting and not necessarily famous --people who have a really strong identity -- and this in turn gives us a strong identity. Not to mention, these people talk about us on social media. It becomes a virtuous circle of communication.
How do you stay abreast of all ongoing changes in social media?
First of all, you need to create quality content. And you need to adapt this story-telling to what's happening today. When we are talking about a new platform, you really need to incorporate a distinct point of view that is tailored for that specific social media.
Socia media is a channel of awareness and impressions. We are pioneers in social media advertising - we were one of the first luxury brands that had a presence on Instagram advertising. We were right there on September 2015 as soon as it launched in Italy.
I really enjoyed "The Rebel Journey" about the dance off between Laurent and Larry Bourgeois. In telling the story of the luxury sneaker, how important is film as a mode of advertisement in the fashion world?
With films there are really so many possibilities. Films allow the viewer to see the attitude and style of a collection through movement. It is a way for us to present how you can wear your sneaker and at the same time, films convey a great sense of style and a great deal of emotion at the same time.
So how has Hogan embraced convergence on a social media level?
There has to be a great mix between still and moving images. We are at the precipice of an exciting time in social media - it is the moment of animated gifs on Facebook and mini-videos on Instagram. We are seeing lots of short films with lots of frames per second and slow movement. It is really cool.
Every channel has to have its own language and content. We have to adapt very quickly to the changes underway in the media and advertising industries.
What prepared you for a career in social media?
I have a creative-technical background. I worked as a designer and from interface design I switched to working in the mobile applications field and so on. And then, all of a sudden there was a huge emphasis on social media and the digital world and it was necessary for me to become more competent in those fields. So I adapted. I think I have knack for handling diverse types of content and an eye for what interacts well together.
These things together with a constant eye on what is new... you always need to keep an eye on burgeoning trends. You also need to look at young people and those who are more skilled than you - it is a more humble approach, but this is a very important in improving yourself professionally and personally.
Think you've got what it takes to win this year's Fashion Pitch in Milan? Apply here.