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Some brands have become more digital than others, as their online popularity shows. According to a new report from Luxe Digital, the Top 15 most popular luxury brands online are particularly successful in building online awareness, but also in building deep emotional connections with their audience – especially young, affluent consumers.

The ranking gives a good estimate of the sales potential of the brands for the coming year. It's also a great source of inspiration and best practices for luxury leaders. By understanding how the top high-end brands are developing online, we can understand the reasons behind their popularity and approach.

Gucci leads the ranking in 2018, followed by French houses Chanel and Louis Vuitton,

Interestingly, it was the Italian fashion brand Balenciaga, which recorded the most impressive growth thanks to its fresh interpretation of luxury streetwear.

The direct-to-consumer approach is proving to be a profitable strategy for luxury

The ranking is largely dominated by fashion brands, although Rolex and Tiffany made it into the top 10. Lancôme is the only beauty brand that appears in 13th position.

One eye-catching trend highlighted by Luxe Digital is the direct-to-consumer (DTC) trading model, which is increasingly being adopted by luxury brands. The DTC approach is a great way for high-end brands to monitor their brand identity online and own their customers' data.

Influencer marketing will also play a key role in 2018. Virtually every brand in the top 15 has worked with social media influencers to bring conversations online and promote brand discovery among untapped audiences.

Especially for luxury fashion, high-end streetwear causes a stir this year. Other identifiable trends for 2018 include a greater interest in sustainable practices and social causes. Natural cosmetics, natural and vegan beauty productsIn particular, they also generate a lot of online interest.

The rising share of wealthy millennials and Gen-Z consumers

These trends are driven primarily by the growing share of socially conscious, wealthy millennials and Generation Z consumers. This shift in consumer values ​​and preferences, coupled with the destructive effects of new technologies, challenges traditional notions of luxury.

While the discerning younger generations become major luxury buyers, modern luxury brands are developing their offerings to suit their specific tastes. Luxury brands are also adapting their marketing strategy to provide a seamless shopping experience both online and offline, in line with the growing expectations of younger, affluent consumers.

Finally, aware of the essential role that new technologies play in their narrative, luxury leaders are using digital technologies.

For brands, it is clear that the ability or inability to focus on this new reality will further widen the gap between successful luxury brands and slow users.

If you are curious how your brand is against the 15 most popular luxury brands Luxe Digital has presented its methodology in detail so that you can easily follow its evaluation process for your own business.

Words of Jonathan Parker.

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