New Digital Marketing Strategy
Egon Lab reimagines classic tailoring, with a punk core, and they challenge conventional dress codes, and they try and balance sportswear, streetwear, fused with tailoring with a focus on dressing the heroes of tomorrow, continuously searching for futuristic innovative raw materials.
Egon Lab is an authentic French label founded in late 2018, by Florentin Glémarec and Kevin Nompleix. EgonLab is a young unisex brand, and they are creating a world which leads with the freedom of choice. They stand for fighting against inequalities, and defend minorities.
Egon Lab is into traditional shows, and digital clothing, although they started online due to the pandemic, their presence online is very daring. For the founders, a balance of both physical and digital presence is crucial. They express their understanding that people don’t just want physical fashion that is art and very much alive, but this can be further enhanced and elevated with digital presence.
EgonLab will propel customer loyalty and engagement through the use of NFT’s as they hold a big promise in relation to the fashion industry, in sync with their vision for the future. A sociological, and psychological approach, as it is a fast-growing trend on the fundaments of human existence. A strategic move in order to propel the brand forward into the Asian continent.
The brand holds presence in 12 physical stores throughout Europe, 9 throughout Asia, and 4 in America. They have collaborated with Swarovski, and Crocs. The physical pairs of shoes were decorated with Swarovski crystals, and were the final touch to their runway looks. In addition, 5 NFT’s were made for each individual design that was on the runway, created from EgonLab’s Cosmic Shelter available on open sea. Open sea is the worlds largest digital marketplace for crypto collectables and NFT’s. It was the first touch, into the Metaverse for this young label from an NFT standpoint. Very smart moves. EgonLab connects the past with octogenarians, and the young generation, hoping to meet them in their world, by creating a digital world for EgonLab.
“Learn from the past, live in the present, and build our future.”
EgonLab will propel customer loyalty and engagement through the use of NFT’s as they hold a big promise in relation to the fashion industry, in sync with their vision for the future. A sociological, and psychological approach, as it is a fast-growing trend on the fundaments of human existence. A strategic move in order to propel the brand forward into the Asian continent.
Through loyalty programs, giving specific rewards and benefits to different holders depending on their level of engagement and loyalty. EgonLab will build a community allowing clients to take part in the brand and the giving of feedback and ideas upon future projects. The NFT will also be used as a universal entry ticket into different events with their various ambassadors and various other crucial collaborators of the French label. The strategy consists of EgonLab slow development and engagement into the metaverse community. They will sell boxes divided into various levels, first … second … third... Further on, the digital garments, will be sold pre-physical production.
The last month, Egonlab’s website has had only a total of 6.1 k visits, the least total visits within the last three months. Their website holds a bounce rate of 14.55%, the average person visiting 4.92 pages per visit with a duration of 3 minutes. Currently no products available. The sites core audience in the last month places USA at the top with 11.94% of its visitors, second China with 9.45% , and third Belarus. Millennials and older millennials as their main audience.
As we can see China and the Asian market holds great percentage of the Egonlab fan base. Due to the labels romantic goth aesthetic. Gothic themes can be found in the earliest of Asian text, and have been incorporated in modernity through cinema and animation. It presents a shared cultural mythology that is based upon cultural proximity and intra-regional homologies, provides a cinematic template of ghosts and ghouls together with a grotesque menagerie of shapeshifting animals, imagined as either deities or demons.This gothic and romantic spirit that the brand has is already an interest EgonLab offer for the Asian market, and with the inspiration the brand has on artistic movements and their great influence on modern society makes this region of the world a prefect one for the brand to focus on.
Egon Lab will be attempting to enter the digital metaverse. Particularly, in Asia where this concept is very well received. Asia is considered to become the leader in the current worldwide NFT market and fashion has become a valuable asset in this metaverse. Some of the countries with the highest number of NFT collectors are Philippines, Malaysia, Thailand, Vietnam and Singapore. “NFT” was the most searched word on the internet in 2021 and in the last months the trading of this digital assets grew a lot, the industry reported sales of almost 41 billion dollars, that compared to the beginning of the year which sales were 74 million dollars overall it was a huge grow in sales. In late 2021 the Chinese government also put a ban on all crypto currency transactions a strategy to try to oppose financial crime and prevent economic instability. That’s why NFTS have become a great interest there, it is their only way of personal investment when you buy it as an “art investment”.
In order to keep consistency with the digital meta verse with this focus on Asia - we will be giving priority to digital figures, fictional characters, and influencers and celebrities who’s fan base is predominantly in Asia. All of these figures will serve different marketing purposes, albeit with a shared objective. This will be to attract the sub groups within the market we are attempting to position Egon Lab in.
Lil Miquela
CGI model
3 million Instagram followers
3.6 million Tik Tok followers
282k YouTube subscribers
Levi Anckerman
Fictional character from the most famous anime series “Attack on Titan”.
10.8 million viewers.
Gothic punk personality
Oh Yeong-Su
South Korean Actor
Older generation brand model (Age 77)
60K Instagram Followers
Soo Joo
Korean American fashion model and DJ
654K Instagram Followers
26.2K Twitter Followers
Line, another social media platform focused on messaging is embracing this digital fashion concept as well. While it is used around the world, it is mostly popular in Japan, Taiwan and Thailand. It has recently released Line NFT in Japan where its users can purchase and sell NFTs using their existing Line account.Facebook is a relevant platform to consider as well. It was a worldwide phenomenon for many years and continues to be used by many. However its impact has lost traction in the western world over the past years. Regardless, it has maintained its relevance in Asia. This is a platform which can be used as a very valuable marketing tool which Egon Lab is not effectively implementing. The development of the Metaverse on Facebook is soon to peak in Asia based on the predictions of many experts.
It is important that Egon Lab notes that these public figure endorsements are not able to hold the entire weight of the brand’s success. It is Egon Lab’s strong concept that will allow it to enter the metaverse successfully. Social Media is likely the most valuable assest in doling so effectively. This will require the brand to change the social media strategy drastically based on geographic location as well as a reconsideration of which channels are given priority. In Asia the most commonly used channels are WeChat, Line, Facebook and Discord. Although Instagram is wildly popular as well, it does not hold the same weight as do these other platforms - even less so when discussing the Metaverse. The most used at the moment being WeChat which consists of over one billion users a month around the world - with a disproportionate amount based in China. When NFT trading became relevant, there was no real restrictions as no one was really sure how to approach something so new.
In closing, this new trend can tell us a lot about the future of fashion - from interacting directly with the houses or from buying digital wearables in the form of NFT’s which makes them rarer and more exclusive. It is likely that we will see an exponential evolution of this digital exclusivity in our near future , however we are at the very surface of understanding what the metaverse will be for fashion and Egon Lab will be one of the first to discover this.