‘Bake-at-home’ totes and meme culture: The luxury brands winning digital

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For the very first time because H1 2021, Dior has been knocked off its leading area at the helm of the digital column, as Louis Vuitton jumps 2 positions to assert the lead. Dior’s historic success is categorised by its ambitious worldwide ambassador strategy, high message regularity and selection of content. For Louis Vuitton, it coincides story, with blog posts using ambassadors such as Stray Kids’s Felix, Deepika Padukone, Rafael Nadal and Roger Federer garnering the most focus.

As social business emerges in Western markets, high-end brands deal with pressure to adapt. With social business projected to grow, luxury brands ought to discover this room to keep competition without jeopardizing their stability.

Deluxe brand names are navigating the equilibrium in between appealing with social media trends and maintaining their high-fashion condition. While lo-fi social material gains ground, celebrity-driven projects still dominate luxury brand name engagement across social media platforms.