Prada Should Use Social Media to Engage Mexicans (even if the co. thinks Twitter is “crap”)
I grew up and worked in Miami. Throughout the years, I met many families from all around the globe, and many from Mexico. Much of my work was rooted in handling pr for high-ish profile events in South Beach. (I write “ish” after working on events later on that I felt might have true global impact.) I have a particular recollection of the impeccable ways in which Mexicans dressed. The details of their hair, makeup, and outfits are divine. The totality of the look: impeccable.
When I pondered about writing this post, I remembered the many beautiful women who hailed from Mexico and how and where they might be buying their clothes in Mexico. So I started my research.
According to an article posted on www.ahorre.com, nearly 24 million Mexicans were online by the end of 2009, with the number growing by at least 15% per year. According the article, demographics of these 24 million are as follows:
1) Education – 58% have attended the university or graduated. 11.5% have a masters or doctorate degree.
2) Age – 38% are within 35 – 45 years old.
3) Higher Incomes
4) 61% from Mexico City.
Also, many Mexicans benefit from the exchange rates of bank accounts they hold in the US.
With this information, luxury brands such as Prada have key stats to enter and/or grow in the Mexican market. Many boutiques and stores, including Chanel, Gucci, Prada, and Saks Fifth Avenue have locations in Mexico City, yet not quite the supporting social media outreach that could boost sales.
While Prada utilizes Facebook, the company’s messages are sparse, not targeted, and do not engage its fans. Prada is missing out in Mexico City. One liners on its Facebook page referencing look books and new designs are a mediocre attempt at truly engaging a market that is ready and willing to buy. Many luxury brands don’t like to be viewed as reaching the “masses,” yet outreach can be targeted in a market such as Mexico City. This a niche that wants to feel included in something exclusive. Prada and other luxury brands are the ideal purveyors of exclusivity.
According to Wikipedia, Mexico City is the richest city in the country and Latin America, boasting a GDP of $315 billion in 2005. This made Mexico City the eighth richest city in the world (following Tokyo, New York, Los Angeles, Chicago, Paris, London and Osaka/Kobe) and the 30th largest economy in the world.
In a March 11, 2010 Wall Street Journal Magazine article, designer Miuccia Prada asks, “What if we found out years from now that Twitter is crap? Maybe, years from now, we’ll all have been mistaken.”
Ay, Miuccia! Ante up. You will always remain in the elite status, but times are a changin’!
Social Media suggestions for Prada in Mexico City:
- Companies such as Prada and others entering the luxury market in Mexico can engage the 24 plus million Mexicans that are online.
- Store managers should encourage customers to become fans of the Prada Facebook page, inclusive of a Mexican page that does not currently exist.
- Prada should embrace Twitter, allowing for direct communication with existing and potential customers.
- Facebook pages should include images of Prada events in Mexico City.
- Prada should elect a socialite to tweet about the company’s regional events.
- Customers should be engaged in online competitions that yield a seat at a Prada show in Milan.
- Customers can be reached in person, via direct mail, email, phone, and text.