Ted Baker is setting itself apart as the first fashion label to host a regular chatroom series on Clubhouse. Every Wednesday at 7:30PM, people can join the London-based brand for a discussion of British culture and fashion with Abraxas Higgins, former Wall Street exec and founder of 9AM in London.
The platform bills itself as a place for casual, drop-in conversations and people are flocking to Clubhouse to chat with people or brands they follow, or just listen as conversations unfold. While luxury labels often rely on visual content, companies are taking advantage of a new way to create an intimate sense of community. By nature, Clubhouse appeals to a wide range of luxury brands for its exclusivity as an invite-only app that requires a referral from another user.
Fashion Chatroom Series
Ted Baker is Hosting Regular Talks on Audio-Only Platform Clubhouse
Trend Themes
1. Audio-based Social Networking - Luxury brands can leverage audio-only platforms like Clubhouse to create intimate communities and engage with their audience in a new way.
2. Drop-in Conversations - The popularity of Clubhouse proves that people are increasingly looking for spontaneous, informal ways to connect and exchange ideas.
3. Exclusivity as a Marketing Tool - Invitation-only platforms like Clubhouse offer luxury brands a new tool for creating a sense of exclusivity and building a loyal audience.
Industry Implications
1. Fashion - Fashion labels can follow Ted Baker's lead and use Clubhouse to connect with their audience and discuss topics related to their brand.
2. Social Media - Social media companies can explore the potential of audio-only platforms to create new experiences for their users.
3. Marketing - Marketing professionals can incorporate Clubhouse and similar platforms into their strategies, exploring new ways to build communities and talk with customers in real-time.