Luxury brands are known for their exclusivity, incredible service and personal attention. How does a luxury brand then maintain these kind of values in the world of social media? Should they get involved? Will it cheapen their brand?

The reality is that luxury brand conversations are happening on social media so it is important that brands get involved and engage, or even better, lead the conversation. Reports suggest that high-end consumers are far more likely to communicate via social media than non high-end consumers. 98% of consumers with an income of greater than $250,000 who plan to buy luxury products use digital platforms to communicate, with 71% of these specifically using social media.* In fact, according to research by WBR Digital, 45% of luxury purchases are influenced by what shoppers find in the digital universe.**

Not engaging through fear of an inability to control the conversation or maintaining a sophisticated personal approach is a missed opportunity to engage with a brand’s audience. In fact interacting with consumers, brand advocates or potential customers through social media can’t get anymore personal. It gives brands the opportunity to really listen and engage with people in real time, to gain deeper insights into what customers like and dislike. It is genuine and authentic. It puts the customer first. It means talking with consumers and not at them. It’s an opportunity to learn everything there is to know about your customers.

The key to success on social media for luxury brands is to ensure the same level of quality, originality and personalisation used in any other channel is maintained in social. As a luxury brand, if you wouldn’t put the content in a print ad or on your own website, then don’t post it on social.

HARRIS TWEED CASE STUDY

With the tweed industry in decline, Scottish brand Harris Tweed needed to connect its authentic heritage with a new generation of fashion culture in the USA. The Film ‘Argo’ had just been released, a true story of CIA Agent Tony Mendez (played by Ben Affleck) who rescued American diplomats from Iran in 1979. In the film, Agent Mendez wears a Harris Tweed jacket. To launch the campaign Harris Tweed gave the real Agent Mendez a new Harris Tweed jacket at an underground event in New York City. The story struck a chord with the arts and fashion culture, and was used to launch a new direction for Harris Tweed on Tumblr called ‘Need For Tweed’. The campaign has since grown to feature collaborations with Harris Tweed and other brands including Nike, Range Rover, Supreme and UrbanEars. NeedForTweed.com has generated a new and growing following for Harris Tweed in American fashion culture – constantly promoting the brands authentic heritage amongst a new generation of fashion, 320 million media impressions to date. Sales at highest point in 17 years with over 1 million metres of Harris Tweed sold in 2013.

NET-A-PORTER CASE STUDY

NET-A-PORTER was launched in June 2000 and has since successfully established itself as the world’s premier luxury online fashion retailer. Presented in the style of a fashion magazine, NET-A-PORTER features collections from over 400 of the world’s most coveted designers including Chloé, Marc Jacobs, Burberry Prorsum, Miu Miu, Stella McCartney and many more. The NET-A-PORTER Instagram platform celebrates beautiful and inspirational moments for the brand. The instagram images act as an invitation into the NET-A-PORTER world. The images tell a story to their fans while providing them with insider access to exclusive events and luxury fashion, it reflects the NET-A-PORTER visual aesthetic. They have an impressive and dedicated fashion-minded community that regularly engage and share their content. The brand posts three times per day and heavily interact with their fan base. NET-A-PORTER embrace social media with gusto, to create effect.

*Brandwatch 2014
**Luxury Daily. July 20, 2015