If you are to compare the Instagram pages of both retailers you will see that DSM is very organised, photos are uploaded commonly in three, it is clear that planing is done before they post, this is likely due to continuing the image of the brand on social media, DSM is very upper market and takes care of their look. BBC page has a number of different photos not in any specific pattern with photos from shoots, just products and photos from other people. The brand wants to portray the brands image onto these pages.
DSM may not use social media or other types of advertisement to communicate with their customers as they want their customers to have an in store experience, the store is spread over 6 floors each offering a different product range, products are displayed almost as art work, through out the store this theme continues from portable toilet changing rooms to clothes hanging on a brightly coloured children's climbing frame. So rather than showing what's on display every where they do a small amount of promotion to the people who follow them and get them to visit the store.
Unlike with Billionaires boys club, who have a lot more promotion on social media, but also the brand is easily recognised with its bold designs and distinctive logo. Also as brand owner Pharrell often wears the clothing, because of his famous status the brand is promoted in this way. The brand therefore has much more exposure to the general public. These two retailers are similar in the ways they advertise when compared to other retailers who have images plastered in magazines, billboards and TV screens to communicate with customers. I believe that many brands who don't use advertising as much either use the capital to produce better quality clothes like the two examples here or in some cases to produce cheaper clothes like Primark. Most advertising is done by high street stores who have to use to show off there products and stand out over competitors, as all they have to offer is there clothes.
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