If You Like It You Buy It: Social Media And Luxury Retail

| By: Nuri Matthew

If You Like It You Buy It: Social Media And Luxury Retail
Have you ever found yourself splurging on a new dress or a fabulous pair of shoes motivated by the thought of how great you'll look on social media in your new Insta selfie or Facebook profile picture? Of course you have. And that's okay._x000D_ _x000D_ Whether we want to believe it or not, social media has become a driving force in consumer buying behavior. An article written by Social Media Week reported that about 74% of shoppers have made buying decisions based off of social media. With millennials seeming to eat up a huge chunk of the buying power pie, Luxury retail brands are taking full advantage of media sharing sites like Instagram and Facebook, creating and posting content that will appeal to their newfound target audience and cater to their values._x000D_ _x000D_ Earlier this year, Luxury Society released an article that deemed Chanel as the most social luxury brand with 57 million instagram followers with Louis Vuitton in a close second with the highest number of Facebook followers. So what type of initiatives are some of our favorite luxury fashion houses taking to try to turn your likes into sales? Lets take a look._x000D_ _x000D_  _x000D_

They're posting videos

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_x000D_ A post shared by Versace (@versace_official) on _x000D_ _x000D_
_x000D_ _x000D_ _x000D_  _x000D_ _x000D_ In the hustle and bustle of life, we consumers like our media, fun, captivating, and most importantly, under 45 seconds. When it comes to social media marketing, the use of video has proven to be crucial to online visibility. Versace's #VersaceVersaceVersace campaign video shared a earlier last week left the social mediasphere buzzing for its diverse collection of beautiful women and styles from their SS2018 collection._x000D_ _x000D_  _x000D_

They're Switching Up Their Content

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_x000D_ A post shared by Chanel (@chanelofficial) on _x000D_ _x000D_
_x000D_ _x000D_ _x000D_  _x000D_ _x000D_ Granted we could spend hours scrolling through instagram looking at Classic Flap bags, but one of the factors the garnered Chanel the top spot on the social media totem poll was their diversified content. In a recent post, Chanel shared an original sketch of one of the pieces featured in the Chanel Metiers d'Art 2017 fashion show in Hamburg, stepping out of the bounds of strictly product shots and advertisements._x000D_ _x000D_  _x000D_

They're Getting Personal

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_x000D_ A post shared by Louis Vuitton (@louisvuitton) on _x000D_ _x000D_
_x000D_ _x000D_ _x000D_  _x000D_ _x000D_ In an effort to draw appeal from the larger market, many luxury fashion houses like Louis Vuitton have also started sharing content that highlights their philanthropic efforts to prove that they are not strictly devoted to the upper echelon. Last month, Louis Vuitton shared a video for World Children's Day that celebrated their partnership with Unicef, leaving their viewers with a call to action to also get involved. This type of social media content marketing strategy is rooted in pathos rhetoric that argues that in appealing to the emotion with feel-good content, the brand will have a stronger relationship with their target audience._x000D_ _x000D_ Social media has undoubtedly reshaped the ways we determine what to buy and from who. As internet sharing continues to evolve, it will be interesting to see how the world of luxury fashion continues to try to keep up.

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