Luxury is being reinvented by social networks. A survey conducted by YouGov and the WWP Agency revealed that 27% of UK buyers have already acquired high-end items via social platforms such as Tiktok and Instagram. This phenomenon is shaking the strategy of luxury brands.
The rise of social commerce in luxury goods
With a global market for $6.82 billion fashion influencers, social commerce is becoming an essential channel for luxury brands. A survey of 2,000 UK shoppers shows that half of them are convinced by detailed product reviews before purchasing. Therefore, it is essential to create rich and engaging advertising content.
Microinfluencers, although invisible than famous celebrities, play a more important role. 24% of fashion and beauty buyers trust them and prefer to be trustworthy and intimate in their community.
Image and Value Challenges
Influencers embody not only advertising showcases, but also values and opinions that influence followers. 39% of buyers say they consider the influencer’s personal position before making a purchase. Therefore, brands need to carefully select their ambassadors to ensure consistency between the value and the value of the influencer.
In France, people like Léna Mahfouf (Léna’s Situation) dominate this market, and is the most popular content creator from Tiktok and Instagram’s luxury homes.
A booming market
According to The Beyond The Runway Report, the fashion influencer sector could grow by 38% by 2030. In the face of this boom, brands need to rethink their approach to digital and influencer marketing. Between authentic engagement and commercial strategies, the future of luxury is undoubtedly in social networks.
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