In theory, from the Luxury Houses’ viewpoint, the use of Web 2.0 technology and its associated ‘mass media’ image would not seem to fit well with their editorial strategy. In other words, this broad spectrum medium seems incompatible with luxury brands which would tend to target a rare and privileged clientele.
And yet, the major luxury houses are strengthening their presence on social media networks in order to reach larger communities beyond their core customer target base. In an environment which deals in selling dreams, social media platforms such as Instagram or Snapchat which rely on visual impact to seduce their users are now being widely exploited by luxury brands to circulate inspiring and aspirational content (fashion show visuals, communication campaigns). We decipher the phenomenon.
72% of luxury goods consumers use social media networks to interact with their favourite brands (57% frequently and 15% occasionally). These are the findings of the True-Luxury Global Consumer Insight report published in February 2017 by The Boston Consulting Group and Altagamma. 77% of Millennials interact with luxury brands in this way, followed by 72% of Generation X, and 53% of Baby Boomers and Silver customers. In the USA, which are by far the leaders, 82% have adopted this behaviour, compared to 78% in China, 66% in Europe and 49% in Japan.
A reinforced presence on social media networks
The social network most used to interact with luxury brands is Facebook at around 45%, followed by YouTube, about 35%, Instagram, 27%, and Twitter, 25%. Luxury brands, particularly those in the fashion and cosmetics sectors, have therefore understood how important it is to strengthen their presence on these platforms. Indeed, such networks provide the opportunity to generate large communities, as evidenced by the Louis Vuitton page which has a current audience of over 19 million fans […]