2 minute read
Multi-Channelling is Reality
Dortmund-based Lindner Fashion’s Susanne Lindner is definitely not a digital native, but she is certainly digitally addicted to a certain extent. The managing director herself chooses what is posted on Facebook, Instagram, and Pinterest. Text: Martina Müllner. Photo: Susanne Lindner
style in progress: You are very active on both Facebook and Instagram. We are interes ted to find out if you also utilise Instagram for research purposes. Susanne Lindner: That happens inevitably. I am generally the type of person who absorbs everything and is both visual and creative. I travel a lot - not only to the solitude of nature or the bustle of cities. I also travel on a smaller scale, figuratively speaking. One can also travel within that little square. Naturally, I am sometimes approached by people or I discover collections and the people behind them. Is this type of research aimed at being a step ahead of competitors or gaining access to collections before they are officially presented in Germany? No, that’s not really my intention. It is, without doubt, a different feeling to be able to chase a brand, to compete for it, to communicate, and to win that brand over. It’s a great feeling - and it’s different than when the brand is presented in a showroom and is seen by the entire industry over the course of a weekend. How important are these discoveries on Instagram? They are primarily smaller additions to the product range. For instance, I discovered hand-crafted bags made of bast from South Italy on Instagram. I approached the woman who makes them and actually placed a small order. But it’s not a fashion brand, merely one of the smaller elements that make our product range more exciting. Do you also keep an eye on what your colleagues are up to? No, that would only confuse me. I seek inspiration on Instagram. I follow people with a sleek gallery, such as photographers and brands. In all cases, one notices very quickly who offers real quality and does it for enjoyment and a passion for presentation, rather than just for business purposes. I believe the same rules apply to digital media and the regular buying process. I don’t look for the biggest hype, but for individuals and brands that have a unique approach to their products - more sustainable, with a higher intrinsic value, and richer in general. How much of your time do you invest in social #followthebuyer Susanne Lindner does not only use the Lindner Fashion Instagram account to share work impressions, but also her own passions.
media and do you post everything yourself? I have taken responsibility for this area, because I am passionate about it. That means it is a 24/7 job for me. I don’t see it as work when I edit photographs in the evening, quite the contrary. I love doing it. What is the reward? Do you generate additional sales? Of course we do. Even though we don’t have an insane number of followers, we still receive requests repeatedly and subsequently send our goods to all corners of the planet. Facebook is a lot more regional in that respect. Facebook users, who have spotted a certain look, turn up in our store two hours later. Both platforms are an opportunity to remain in contact with customers and, more importantly, to promote our lifestyle.
