Bottega Veneta, an Italian luxury brand renowned for its understated elegance and exceptional craftsmanship, has long occupied a distinctive position within the high-fashion market. Known for its signature Intrecciato woven leather and a commitment to quality over overt branding, the house cultivated an image of sophisticated discretion. This established identity made its decision in January 2021 to deactivate all its major social media accounts – including Instagram, Facebook, and Twitter – shocking. In an era where the fashion industry increasingly relies on these platforms for brand building, direct customer engagement, and shaping trends, Bottega Veneta’s move directly contradicted the prevailing norms. This departure from mainstream digital communication raises a fundamental question: how can a luxury brand not only survive but also thrive and outperform competitors without a direct presence on the social media platforms that have become so central to modern marketing?
The Rationale Behind the Silence: Unpacking the 2021 Social Media Exit
The decision by Bottega Veneta to cease direct activity on platforms like Instagram, Facebook, and Twitter in 2021 was rooted in a confluence of factors, primarily driven by the vision of the brand’s then-creative director, Daniel Lee. Lee held a strong conviction that Bottega Veneta’s designs possessed an inherent strength and desirability that transcended the need for constant digital amplification through social media algorithms. His philosophy underscored a belief in the intrinsic value and appeal of the product itself, suggesting that its quality and design would naturally resonate with the target audience, without the need for pervasive online promotion. Lee’s stance on social media may have influenced this perspective, as he has never maintained a personal Instagram profile.
Beyond Lee’s personal beliefs, the move was also interpreted as a deliberate strategy to enhance the brand’s exclusivity and reinforce its discreet identity within the luxury market. In an increasingly digitally saturated world where luxury brands often compete for attention in crowded online spaces, Bottega Veneta’s absence could be seen as a way to cultivate a sense of mystique and elevate its perceived value. Luxury, by its very nature, often thrives on inaccessibility and aspiration; by removing itself from ubiquitous platforms, the brand potentially seeks to re-establish a sense of rarity and heightened desirability.
Furthermore, Daniel Lee articulated a critique of the prevailing social media culture, suggesting that it contributes to a “homogenisation of culture” and tends to oversimplify the nuances of the creative process. He expressed concern that the fast-paced, often unfiltered nature of social media could diminish the thoughtful consideration and artistic depth inherent in his work. This viewpoint suggests a conscious decision to exercise greater control over the brand’s narrative and presentation, resisting the often-unpredictable dynamics of social media.
Adding another layer to the rationale, François-Henri Pinault, the CEO of Kering, the parent company of Bottega Veneta, offered a broader perspective. He explained that the strategy was not about a complete disappearance from the digital sphere but rather a deliberate shift in how the brand would engage with it, emphasising a focus on empowering ambassadors and fans to speak on the brand’s behalf. This indicated a strategic pivot towards a form of indirect social media engagement, leveraging the credibility and reach of influential individuals, as well as the brand’s loyal customer base. Kering likely recognised the undeniable power of social media but sought a more controlled and potentially more authentic way for Bottega Veneta to interact with it, aligning with its established brand positioning.
The decision also reflected a desire to prioritise the creation and dissemination of “worked content” over the constant stream of often fleeting posts that characterise many brands’ social media strategies. This suggested a focus on producing more curated and impactful communication, potentially through their newly launched digital magazine. Instead of daily updates and behind-the-scenes glimpses, Bottega Veneta appeared to be opting for less frequent but higher-quality content releases designed to offer a more immersive and thoughtful brand experience.
Finally, it is important to acknowledge the initial speculation that the abrupt social media exit might have been a temporary marketing tactic intended to generate buzz and media attention. The dramatic nature of the move undoubtedly captured the fashion world’s attention, sparking widespread discussion and analysis. In a highly competitive digital landscape, such a bold and unconventional action could indeed serve as an effective way to stand out and command conversation.
It is noteworthy that while Bottega Veneta ceased activity on major Western social media platforms, the brand strategically maintained its presence on Chinese social media platforms, including Weibo and WeChat. This nuanced approach underscores the critical importance of the Chinese luxury market and recognises the distinct digital landscape and consumer behaviour prevalent in that region. The decision to remain active on these platforms suggests that Bottega Veneta’s strategy was not a blanket rejection of all social media but rather a targeted approach towards specific platforms and markets.
Marketing Beyond the Feed: Alternative Strategies Implemented
Following its departure from mainstream social media, Bottega Veneta implemented a range of alternative marketing and communication strategies to maintain its brand presence and engage with its audience. A cornerstone of this new approach was the launch of “Issue,” a quarterly digital magazine that served as the brand’s primary channel for communicating its collections and brand narrative. This initiative represented a significant shift towards owned media, granting Bottega Veneta greater control over its brand messaging and visual presentation. Issue offered a curated and immersive experience, akin to a traditional glossy magazine, but in a dynamic digital format. This allowed the brand to showcase its latest collections through videos, close-ups, sketches, and photo shoots, often incorporating innovative visual and sound effects. This approach enabled a more thoughtful and progressive presentation of brand content, aligning with the desire to move beyond the perceived superficiality of social media feeds.
Another key element of Bottega Veneta’s post-social media strategy involved a greater reliance on brand ambassadors and influencers. The brand strategically provided content and visuals to celebrities and influential figures, empowering them to share these materials on their social media platforms. This tactic effectively leveraged the credibility and broad reach of these individuals, creating a form of digital “word-of-mouth” marketing. By partnering with high-profile personalities like A$AP Rocky, Kendall Jenner, Jacob Elordi, and BTS’s RM, Bottega Veneta was able to generate significant online buzz and visibility without directly managing its accounts on platforms like Instagram. This approach tapped into the trust and influence these figures held with their respective audiences, potentially reaching a diverse range of consumers.
Experiential marketing and exclusive events also played a crucial role in Bottega Veneta’s strategy. The brand continued to host intimate presentations and shows, such as the “Salon 01” Spring/Summer 2021 show, often keeping details private beforehand and limiting attendance to a select group of clients, media, and influencers. This focus on creating exclusive and memorable experiences reinforced the brand’s image of luxury and discretion, fostering a sense of connection and privilege among those who were able to participate. By controlling access and information flow, Bottega Veneta aimed to heighten the perceived value and desirability of its collections.
Despite its social media silence, Bottega Veneta continued to operate its official website and e-commerce platform, which remained vital for showcasing products and facilitating online sales. The website served as the central hub for all brand information, allowing consumers to browse collections, learn about the brand’s heritage, and make purchases directly. This ensured that while the brand lacked a direct presence on social media feeds, it still maintained a direct-to-consumer channel and provided a comprehensive online shopping experience.
Traditional media, including print advertising and collaborations with established magazines and publications, likely also formed a part of Bottega Veneta’s marketing mix. These channels, with their established credibility and often discerning readership, align well with the brand’s image of timeless luxury and quality craftsmanship. By strategically placing advertisements in influential print publications, Bottega Veneta could reach its target demographic in a context that resonates with the brand’s values.
The introduction of the “Certificate of Craft” lifetime warranty for its handbags further underscored Bottega Veneta’s commitment to quality and enduring luxury. This initiative not only enhanced the value proposition for consumers but also served as a subtle marketing message, highlighting the superior craftsmanship and longevity of their products. By emphasising the lasting nature of its creations, Bottega Veneta reinforced its position as a brand that offers investment pieces rather than fleeting trends.
Even seemingly minor details, such as the design of show invitations, were considered as part of the overall marketing strategy. Matthieu Blazy, who succeeded Daniel Lee as creative director, continued this approach, designing show invites around the theme of each collection. These thoughtfully crafted invitations often became talking points and were shared on social media by attendees, generating organic buzz for the brand.
Finally, Bottega Veneta engaged in collaborations with other brands and cultural entities, such as its “On the Rocks” installation with Cassina and Fondation Le Corbusier during Milan Design Week. These partnerships broadened the brand’s reach. They associated it with other prestigious names in the realms of design and culture, potentially appealing to a broader audience interested in a luxury lifestyle that extends beyond fashion.
Decoding the Numbers: Brand Performance and Financial Results Since 2021
Analysing Bottega Veneta’s financial performance since its departure from social media reveals a nuanced picture. Examining the revenue figures reported by Kering, the brand demonstrated resilience and even growth in specific periods. In 2022, Bottega Veneta’s revenue totalled €1.7 billion, representing a 16% increase as reported and an 11% rise on a comparable basis. This growth was primarily driven by the directly operated retail network, where sales increased by 15% on a comparable basis. The following year, 2023, saw a slight dip, with revenue totalling €1.6 billion, a 5% decrease as reported and a 2% decrease on a comparable basis. However, the brand’s focus on directly operated stores continued, accounting for 82% of its revenue in 2023, up from 78% in 2022. In 2024, Bottega Veneta’s revenue reached €1.7 billion, showing a 4% increase as reported and a 6% rise on a comparable basis. This growth was again supported by a 10% comparable increase in sales from the directly operated retail network.
Examining comparable sales growth offers a more unambiguous indication of the underlying business performance, as it accounts for currency fluctuations and changes in the scope of consolidation. The consistent growth in the directly operated retail channel across these years suggests that Bottega Veneta’s strategy of focusing on its physical stores and online presence (excluding mainstream social media) has been effective in driving sales.
While specific brand valuation figures for Bottega Veneta across this period are not readily available in the provided snippets, Brand Directory rankings offer some insight. In 2021, Bottega Veneta was ranked 31st among Italian brands. This improved to 28th in 2022, then to 25th in 2023, and further to 24th in 2024. These consistent improvements in ranking suggest a strengthening of the brand’s perceived value, despite its unconventional digital strategy.
Within the Kering group, Bottega Veneta’s performance has varied. In 2024, its revenue of €1.7 billion represented a smaller portion compared to Gucci (€7.65 billion) and Yves Saint Laurent (€2.88 billion).37 However, its 6% comparable growth in 2024 outpaced Gucci’s -21% and Yves Saint Laurent’s -9%. This indicates that, while Bottega Veneta is a smaller brand within the portfolio, its growth trajectory has been more positive in recent periods.
Examining the recurring operating income and margin provides insights into the brand’s profitability. In 2022, Bottega Veneta achieved a recurring operating income of €366 million, yielding a margin of 21%. This decreased to €312 million, with a margin of 19%, in 2023, and further to €255 million, with a margin of 14.9%, in 2024. The decrease in operating margin in 2023 and 2024 was attributed to continued investments in communications and the store network.
Bottega Veneta Financial Performance (2021-2024)
| Year | Revenue (€ million) | Comparable Revenue Change (%) | Brand Ranking (Italy 100 – Brand Directory) | Recurring Operating Income (€ million) | Recurring Operating Margin (%) |
| 2021 | 1,503 | 11% | 31 | 286 | – |
| 2022 | 1,740 | 11% | 28 | 366 | 21% |
| 2023 | 1,645 | -2% | 25 | 312 | 19% |
| 2024 | 1,713 | 6% | 24 | 255 | 14.9% |
Note: Recurring operating income for 2021 is from.33
This financial overview suggests that while Bottega Veneta experienced some fluctuations, it has generally maintained a strong revenue performance and an improving brand ranking since its social media exit in 2021. The recent growth in 2024, outpacing some of its major competitors within the Kering group, indicates the potential effectiveness of its unconventional strategy.
The Lyst Index Lens: Ranking and Outperformance in 2024
Verification of Bottega Veneta’s ranking in the Lyst Index 2024 reveals a consistently strong performance throughout the year. In the fourth quarter of 2024, Bottega Veneta held the 6th position in the Lyst Index. This placed it ahead of Gucci (12th), Versace (14th), and Balenciaga (15th) in the same quarter. This outperformance is not an isolated incident. Throughout 2024, Bottega Veneta maintained a high ranking, often surpassing these competitors. In the first quarter, it ranked 4th, again ahead of Gucci (11th) and Balenciaga (8th), while Versace held the 7th position. The second quarter saw Bottega Veneta in 5th place, outperforming Gucci (10th) and Balenciaga (7th), with Versace in 6th. In the third quarter, Bottega Veneta ranked 6th, surpassing Gucci (8th), Versace (11th), and Balenciaga (17th).
Several factors contributed to Bottega Veneta’s strong standing in the Lyst Index 2024. The appointment of British designer Louise Trotter as the new Creative Director generated significant buzz. Successful campaigns, such as the “Going Places” travel campaign featuring brand ambassador Jacob Elordi, also contributed to the brand’s visibility and desirability. Additionally, innovative experiential events, such as “Waves Dubai,” an immersive experience exploring music and sound in the Middle East, helped maintain the brand’s cultural relevance.
Comparing the rankings of these four brands across the quarters of 2024 highlights Bottega Veneta’s consistent strength. While Miu Miu and Saint Laurent often occupied the top spots, Bottega Veneta consistently remained within the top ten, frequently outperforming Gucci, Versace, and Balenciaga, indicating a strong level of consumer interest and demand despite its limited direct social media presence.
Lyst Index Rankings Q1-Q4 2024
| Quarter | Bottega Veneta Ranking | Gucci Ranking | Versace Ranking | Balenciaga Ranking |
| Q1 2024 | 4 | 11 | 7 | 8 |
| Q2 2024 | 5 | 10 | 6 | 7 |
| Q3 2024 | 6 | 8 | 11 | 17 |
| Q4 2024 | 6 | 12 | 14 | 15 |
Note: Data compiled from Lyst.
This data from the Lyst Index suggests that Bottega Veneta’s unconventional strategy has not hindered its brand heat and consumer appeal. Its consistent high ranking and outperformance against major competitors indicate a successful navigation of the digital landscape through alternative means.
Digital Strategies in Contrast: Bottega Veneta vs. Competitors
Comparing Bottega Veneta’s digital marketing strategies with those of Gucci, Versace, and Balenciaga reveals distinct approaches to engaging with the online world. Gucci, for instance, typically employs a more comprehensive and traditional digital marketing approach. Despite recent creative leadership changes, Gucci maintains a strong presence on various social media platforms, actively engaging with its audience to build brand awareness and drive e-commerce sales. The brand leverages its rich heritage through digital storytelling and collaborates with artists and influencers to create engaging content. Gucci has also adopted digital innovations, such as augmented reality (AR) and virtual reality (VR), to enhance the online shopping experience, enabling customers to try on products virtually. While facing recent revenue challenges, Gucci’s strategy remains focused on maintaining a broad digital footprint and accessibility.
Versace employs a vibrant and active digital strategy that aligns with its bold and glamorous image. The brand has a strong presence across major social media networks, using these platforms to showcase its latest collections, celebrity endorsements, and engaging visual content. Versace also leverages technology, incorporating AR and VR into its campaigns to create immersive experiences for consumers. The brand’s digital campaigns often feature high-profile celebrities and fashion icons, further amplifying its reach and appeal. Versace’s approach emphasises maintaining a direct connection with its audience and leveraging the power of visual storytelling in the digital space.
Balenciaga, while also a Kering brand, stands out for its disruptive and often controversial digital marketing strategies. The brand has been known for its unconventional social media tactics, including posting low-quality or seemingly amateur content and even clearing its Instagram feed entirely before major launches. Balenciaga has also embraced meme culture and internet aesthetics, often creating products and campaigns that generate debate and discussion. While maintaining an exclusive retail presence, Balenciaga prioritises digital channels and social media for marketing communications, aiming to appear authentic and culturally relevant to younger consumers. Despite past social media controversies, the brand’s strategy focuses on creating buzz and staying at the centre of cultural conversations through provocative and often unexpected digital initiatives.
In contrast to these active and often direct digital engagement strategies, Bottega Veneta initially opted for a near-complete absence from mainstream social media. Its strategy focused on owned media through the “Issue” digital magazine, leveraging the reach of ambassadors and influencers, and creating exclusive experiential events. While Gucci, Versace, and Balenciaga actively cultivate communities and conversations on social media platforms, Bottega Veneta initially employed a more indirect approach, allowing its products and collaborations to generate organic discussion. This fundamental difference underscores Bottega Veneta’s distinctive approach to exclusivity and the enduring impact of its brand, which resonates without relying on constant self-promotion on widely accessible platforms.
Voices of Authority: Expert Opinions and Industry Analysis
Industry experts and analysts have offered various perspectives on the impact of Bottega Veneta’s absence from social media. Some argue that this unconventional strategy has indeed enhanced the brand’s image, exclusivity, and desirability. By stepping away from the digital noise, Bottega Veneta potentially reinforced its position as a “stealth wealth” brand, appealing to consumers who prioritise discretion and quality over overt branding and constant online presence. This approach aligns with the brand’s heritage of understated elegance and craftsmanship.
Many experts have also commented on Bottega Veneta’s reliance on word-of-mouth and influencer marketing as a key component of its strategy. By providing content to celebrities and influential figures, the brand leveraged their credibility and reach, generating buzz and visibility through trusted sources. While this approach can be powerful, some analysts also noted the potential risks associated with relinquishing direct control over the brand narrative and image.
Some viewed the “Issue” digital magazine as an innovative alternative to traditional social media engagement. It allowed Bottega Veneta to present its collections and brand story in a more curated and thoughtful manner. However, some experts suggested that this format might have limitations in terms of reach compared to the immediate and widespread accessibility of platforms like Instagram.
A key point of discussion among experts was the potential impact of the social media absence on brand awareness, particularly among younger consumers. While the strategy might have enhanced exclusivity for some, others argued that it could limit the brand’s ability to connect with a broader audience, especially the digitally native Gen Z demographic who heavily rely on social media for brand discovery and engagement. Some analysts suggested that making the brand seem less accessible online could deter potential new customers.
Overall, expert opinions on Bottega Veneta’s social media strategy have been divided. While many acknowledge the potential benefits in terms of brand image and exclusivity, concerns have been raised about the limitations in reach and engagement, particularly with younger audiences. The success of the strategy, as evidenced by the brand’s financial performance and Lyst Index rankings, suggests that Bottega Veneta has effectively navigated these trade-offs, at least in the short to medium term.
Navigating the Challenges: Criticisms and Potential Drawbacks
Despite its apparent success, Bottega Veneta’s unconventional digital strategy has faced certain criticisms and potential drawbacks. One significant challenge is the limitation in reach and direct engagement with a broader audience compared to brands with active social media presences. By not directly participating on platforms like Instagram, Bottega Veneta initially restricted its ability to connect with new customers and build a direct community around the brand. While influencer marketing and word-of-mouth can generate buzz, they may not provide the same level of sustained and interactive engagement as a brand’s own social media presence.
Relying heavily on influencers and fans to disseminate brand content also carries the risk of reduced control over the brand narrative and image. While user-generated content can feel authentic, it might not always align perfectly with the brand’s desired messaging and aesthetic. Brands typically curate their social media to present a specific image, and relinquishing this control to external parties involves inherent uncertainties.
Another potential drawback is the risk of missing out on emerging trends and real-time conversations that frequently occur on social media platforms. Social media serves as a vital platform for identifying and participating in cultural moments and trends. By not being directly present, Bottega Veneta might have missed opportunities to engage in timely discussions and connect with consumers in a more immediate and relevant way.
The brand’s initial dependence on unofficial fan accounts, such as @newbottega, to maintain some level of social media visibility also presented a unique situation. While these accounts demonstrated strong interest in the brand, they were not directly controlled by Bottega Veneta, meaning the brand had limited influence over the content and messaging shared.
The “Issue” digital magazine, while offering a curated brand experience, might also have faced criticisms regarding its user experience and accessibility compared to the ease of scrolling through social media feeds. Accessing and engaging with a digital magazine might require more effort from users than simply viewing posts on their social media timelines, potentially limiting its reach and frequency of engagement.
Furthermore, Bottega Veneta’s decision to maintain a presence on Chinese social media platforms while exiting Western ones drew some criticism. This selective approach was viewed by some as contradictory to the stated reasons for leaving Western social media, suggesting that the decision might have been more strategic and market-specific rather than a complete rejection of the platforms themselves.
The Digital Landscape Evolves: Recent Developments and Changes in Strategy
Since its initial social media exit in 2021, Bottega Veneta has shown signs of a shifting digital strategy, particularly under the leadership of Matthieu Blazy, who took over as creative director in November 2021. A significant development was the brand’s re-entry into the Chinese social media platform Weibo in February 2023. This move signaled a potential evolution in their approach, indicating a recognition of the importance of direct engagement on certain digital platforms, at least within the crucial Chinese market. The brand’s return to Weibo, ahead of Blazy’s Fall/Winter 2023 collection presentation, indicates a renewed focus on utilising digital channels for effective brand communication and increased visibility in this key region.
This re-entry into Chinese social media has sparked speculation about a potential return to other platforms, such as Instagram or TikTok, in the future. Given the brand’s continued strong performance and the evolving digital landscape, Bottega Veneta may consider a more nuanced approach to its online presence, potentially seeking to re-engage with a broader audience while maintaining a degree of exclusivity.
Despite the return to Weibo, Bottega Veneta has continued its strategy of relying on influencers and brand ambassadors to generate buzz and visibility on other platforms. Successful campaigns featuring celebrities have continued to be a key part of their marketing efforts, demonstrating the effectiveness of this indirect approach in maintaining brand relevance and desirability.
The “Issue” digital magazine has remained a central component of Bottega Veneta’s owned media strategy, continuing to serve as a platform for showcasing collections and brand collaborations in a curated and immersive format. While the frequency and specific content might evolve, this channel continues to reflect the brand’s commitment to thoughtful and high-quality communication.
The appointment of Louise Trotter as the new creative director in 2024 could also bring further changes to Bottega Veneta’s digital strategy. New leadership often introduces fresh perspectives on marketing and communication, and Trotter’s vision for the brand will likely influence its future approach to online presence and engagement. It remains to be seen whether she will maintain the current strategy or opt for a more direct re-engagement with mainstream social media platforms.
Conclusion and Future Outlook
Bottega Veneta’s decision to exit mainstream social media in 2021 was a bold and unconventional move that defied the prevailing trends in the luxury fashion industry. The rationale behind this “silent strategy” stemmed from a desire to enhance exclusivity, control the brand narrative, and prioritise the inherent value of its designs over the constant demands of social media algorithms. Instead, the brand focused on alternative strategies such as its “Issue” digital magazine, leveraging the influence of ambassadors and fans, and creating exclusive experiential events.
Despite the initial scepticism, Bottega Veneta has demonstrated a resilient performance since its social media departure. Financial results indicate continued revenue growth and expansion in key areas, with the brand maintaining a strong position in the Lyst Index, often outperforming major competitors such as Gucci, Versace, and Balenciaga. This suggests that its unconventional approach has, to a significant extent, been successful in maintaining brand heat and consumer demand.
However, the strategy has also presented challenges, including potential limitations in reaching new audiences and maintaining direct control over the brand narrative. The initial absence from mainstream social media might have also made the brand seem less accessible to some consumers.
The recent re-entry into Chinese social media signals a potential shift in Bottega Veneta’s digital strategy, acknowledging the importance of direct engagement in certain key markets. As the digital landscape continues to evolve and the brand welcomes a new creative director, its approach to online presence will likely evolve accordingly.
Whether other luxury brands will adopt a similar strategy of near-silence on mainstream social media remains to be seen. Bottega Veneta’s case provides a compelling example of how a brand with a strong identity and desirable products can navigate the digital world through alternative means. However, the specific success of this approach is likely contingent on a brand’s unique positioning, target audience, and overall marketing objectives. In the long term, the balance between exclusivity and accessibility will remain a critical consideration for luxury brands as they navigate the ever-evolving digital landscape.
