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  • Do ‘likes’ matter in luxury?
  • Do ‘likes’ matter in luxury?
    EventPhotosNYC, Creative Commons (2015) ©

Should luxury brands ‘do social’?

The luxury goods market is worth €224 billion, so it’s no surprise that when it comes to change, many top-tier brands see no point in fixing something that doesn’t seem broken. But has a conservative approach to brand messaging grown stale? And how does luxury fit into a world of tweets and likes?

Location Global

The global personal luxury goods market is valued €224 billion – and that figure is growing. [1] It’s therefore unsurprising that when it comes to change – whether that’s subtly altering the design of an ‘It Bag’ or tweeting, instead of calling, their clientele – most top-tier brands balk at the prospect of fixing something that doesn’t seem broken. After all, when the stakes are this high, one seemingly insignificant misstep could spell disaster.

But at what point does a careful and conservative approach to brand messaging become outmoded? And how can you carry hundreds of years ...



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