REPORT
Jan 9, 2020
How do luxe shoppers want brands to behave on social?

As social media becomes a bigger and bigger part of our life, brands are tapping into this with ‘social-first’ strategies that meet people on their beloved platforms. But as we click-til-you-drop, how are luxury labels finding their voice and appealing to people in this new landscape?

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Scope

The retail industry as we once knew it is in flux. Retailers from Barneys to Tommy Hilfiger are shuttering their doors as consumers increasingly rely on social platforms for inspiration, brand engagement, and shoppable experiences. The ‘retail apocalypse’ comes as luxury buyers switch up the way they shop, moving away from the traditional department store experience and single-brand devotion to a more agile, digitally-focused outlook. As they do so, luxury brands are having to redefine what the luxury experience is, and to embrace online social platforms as a means of engaging a new generation of customers.

SOURCES