How Lucky Brand Boosted Its Popularity via Social Media Strategies
Lucky Brand leveraged social media marketing campaigns, influencer engagement, and referral programs to enhance brand visibility. Strategic promotions like coupon giveaways, hashtag campaigns, and personalized messaging significantly increased their social media following and customer loyalty. These innovative strategies helped Lucky Brand stand out in the competitive apparel sector, especially among millennials who value engaging and shareable experiences. Their focus on digital campaigns, combined with product quality and storytelling, contributed to sustained growth and popularity outside traditional advertising channels.
Lucky Brand was acquired by Leonard Green & Partners LP, following an agreement with Fifth & Pacific Cos. The deal spanned three years, with annual payments of $85 million. Under CEO Davide DeMattei, Lucky Brand revamped its jacket collections multiple times, collaborating with Williams-Sonoma to strengthen its product offerings and establish dominance in the jacket market. Marketing efforts focused on word-of-mouth and digital campaigns to reach a broader audience, ensuring customers received accurate brand messages.
Seasonal trends played a key role in marketing strategies, emphasizing durability and style. Lucky Brand actively used social media to connect with consumers, especially during their 2014 website relaunch, marking 25 years in digital presence. They launched campaigns rewarding loyal customers with coupons, hampers, and vouchers through fun promotions like lucky draws. Millennial audiences particularly responded to referral programs, where sharing with friends earned rewards, boosting engagement. Hashtags like #DenimDiary encouraged birthday celebrations and social sharing, resulting in thousands of new followers across platforms. Interactive messaging campaigns also allowed friends to send personalized offers and customize jackets, fostering brand loyalty and increasing sales.
