3 questions for ... Guillaume Delacroix

Four years ago, after honing his skills at the KCD press agency, Georgio Armani, and Balenciaga, Guillaume Delacroix and associate Wassim Saliba launched DLX Paris. The team quickly became key players in the fashion industry – so much so that in September 2018, DLX opened a second office in New York. This rapid success is based on an extensive strategic network and a proven ability to anticipate the evolutions and opportunities in fashion brand communication. We met with this visionary.


The way fashion brands communicate has greatly changed in the past few years. What have been the major upheavals?

In fact, there have been several transformations; but the biggest and maybe the most surprising is that brands now communicate directly, without intermediaries. Just five years ago, brands called upon a broad range of media to promote their image. Today brands can do that directly using social media. And obviously, that has brought about changes. But, even though influencers can sell products, brands must continue to tell stories, and for that they still need press. In 2019, more than ever, consumers want to buy products that bolster their self-image because they carry a real message.


What are today’s communication opportunities for fashion brands?

When we began our agency four years ago, one of our first clients was an online seller. So from the start we had to come up with strategies that were completely digital and focused on the end consumer. Our first steps were based on these elements, which have since become brands’ communication tools. It’s critical today to integrate end consumers in everything that we do. We have to give brands ways to win customers.

With this in mind, we set up an increasing number of partnership projects and establish the B2B relationships that have become key to expanding data bases.


Instagram is the essential social media for communication – why? How do you get the most from it?

Instagram has developed very quickly and since Facebook bought it we see an increasing effort to commercialise the platform. So Instagram has become an excessive, constant barrage of advertisements. This is going to spark and cultivate a kind of aversion. Today, with Instagram a platform for direct sales, it’s still necessary for brands to coordinate all their campaigns with Instagram posts and stories. So the bag that gets media coverage has to have simultaneous visibility on Instagram. It’s crucial. You have to systematically synchronise public relations with platform activity for 360° coverage. But that doesn’t keep us from forecasting post-Instagram scenarios, since we know that consumers will soon pay less attention to it. We see that brands have to be “physically” connected with consumers to get quick return on investment, either in terms of sales or in terms of collecting information and data. Customer experience is becoming an increasingly important tool. We’re going to invite consumers or, according to objectives, fashion industry players, to be surprised and enjoy elite experiences. This is how we’ve created campaigns with influencers, the press, employment directors, and events managers for the Shiseido pop-up store and the Burberry exhibition. The goal is to maximise physical experience by using digital technology and data collection.