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Social Media Hasn’t Reached Luxury Brands, Yet

With celebs tweeting about everything from their morning latte to a product they’re peddling and Facebook taking over the world one movie at a time, you can’t go a day without being involved in social media.

However, luxury brands, like Chanel and BMW, have yet to catch the social media bug.

This Forbes.com article explains why many luxury brands aren’t advertising on social media sites the way most retailers are.

One reason is that consumers looking to buy luxury items are seeking more than just a sleek sports car or a perfectly-fitted suit. They’re looking for an experience that drips luxury from the attentive staff to the chilled champagne they’re sipping. That experience isn’t something a consumer can achieve sitting at home on a computer, even in the plushest of pads.

Luxury retailers are about decadence not convenience, which is why some of them don’t have a huge online presence.

At Oscar de la Renta, online transactions make up only 10 percent of the company’s overall sales, while Chanel doesn’t sell its items online.

If online sales aren’t a big deal to companies, how can they get excited about social media advertising?

The answer is that most of them don’t, even though a recent Unity Marketing survey of luxury brand consumers found that almost 80 percent of them have a social media profile.

Brands like Jimmy Choo and Oscar de la Renta have used social media to reach consumers.  But these retailers are the leaders, not the norm.

One thought on “Social Media Hasn’t Reached Luxury Brands, Yet

  1. Kasia MarciszewskaKasia Marciszewska

    Interesting read! I was surprised to learn that even though social media is such a huge part of sales strategy, luxury brands have flourished without them.

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