Editor’s Note
This article explores how luxury brands are navigating the digital landscape, balancing exclusivity with accessibility on social media platforms.
Social media and luxury brands have never been more intertwined. Once reserved for an elite, major luxury Houses now integrate themselves into users’ daily lives. How do these brands manage to maintain their aura while riding the digital wave? Read on to discover the fascinating world of luxury marketing in the age of social media.
In 2025, luxury brands continue to make their mark on social media with impressive results. According to the WeArisma report, the sector’s media value increased by 16%, despite a slight drop in overall engagement. Although content resonance and virality decreased by 10% and 8.5% respectively, collaborations with influencers are becoming more sustainable, with a 9% increase in mentions and a 15% increase in publications. Luxury is adapting to new expectations by betting on cultural events and trends like athleisure and wellness to maintain its appeal in a saturated digital environment.
According to Cegid’s 2025 White Paper, three major trends will shape the future of luxury, focusing on customer experience, artificial intelligence, and second-hand goods.
➡️ Retail Becomes an Immersive Experience
While e-commerce accounts for 19% of global sales and will rise to 24% by 2028, it remains a minority in luxury (13.9%). Why? Because 68% of buyers prefer face-to-face service (Business of Fashion). Brands are therefore transforming their boutiques into true experiential showrooms, where every visit becomes an exclusive moment.
➡️ AI Takes Hold in Luxury
From trend forecasting to AI-generated designs, Artificial Intelligence boosts creativity and service personalization. This technology is now essential for attracting an ultra-demanding clientele.
➡️ Second-Hand Luxury Booming
The preloved market is exploding: in 2025, second-hand will represent 10% of the global fashion market (GlobalData), and could reach 20% of luxury houses’ revenue by 2030 (Bain & Company). A shift that redefines rarity and exclusivity!
Luxury marketing is based on timeless values: rarity, quality, and prestige. Unlike traditional marketing, it does not seek to reach the largest number, but to cultivate exclusivity and desire:
1️⃣ A luxury product is not just expensive, it is rare. Whether it’s a limited-edition watch or a haute couture dress, its exclusivity justifies its price and enhances its appeal.
2️⃣ Major houses rely on unique craftsmanship and impeccable quality. Behind each product, there is a story, a tradition, and an aesthetic pursuit that transcends trends.
3️⃣ Luxury is not found everywhere. It is sold in selected locations, where the customer experience is as valuable as the product itself. Each boutique becomes a showcase designed to elevate the brand.
Intuitive Marketing: Exceptional pieces in limited quantities and at very high prices (e.g., Louis Vuitton trunks).
Elaborate Marketing: Still prestigious but more accessible products (e.g., Chanel ready-to-wear).
Scientific Marketing: Broader production without sacrificing the premium image (e.g., Jean-Paul Gaultier perfumes).
Luxury does not sell a simple product; it offers a dream. And it is this ability to fuel the collective imagination that makes it a world apart.
Social media has become a valuable channel for luxury brands. But unlike classic strategies, those of luxury must preserve exclusivity while creating desire and engagement. Here are the 7 steps to build a social media presence worthy of the greatest houses:
- Be present on the right networks
- Offer an immersive experience
- Blend modernity and tradition
- Bet on “qualitative” formats
- Tell your story and reveal behind the scenes
- Collaborate with luxury influencers
- Monitor publication statistics
Let’s look at each phase in detail:
Not all platforms are equal for luxury. It is important to select networks based on the target audience and the type of content to be shared:
Instagram & TikTok: Perfect for telling a visual story, highlighting products in motion, and leveraging video trends. Houses like Dior or Gucci unveil their collections there in the form of immersive teasers.
LinkedIn & X (formerly Twitter): Perfect for corporate branding, official announcements, and sharing values (craftsmanship, ethical commitments, etc.).
YouTube: Excellent for long-form and narrative formats.