Linkedin, new Eldorado Communication of luxury brands? According to the latest figures published by the professional social network, in the space of 3 years, the parades of parades have been multiplied by 5 on the platform.
Luxury houses are also showing the show on LinkedIn
Luxury brands accelerate their investments in the LinkedIn social network. While Parisian Fashion Week is in full swing, the big more and more houses to broadcast the images of their parade on this professional network. “In just three years, The broadcasts of live parades on Linkedin Live were thus multiplied by five“detailed a press release sent by LinkedIn France.
Initiated in 2019 by the LVMH group with the Louis Vuitton house, these retransmissions are followed by thousands of people. A means of Maximize visibility of the event, in particular to an audience of assets with high purchasing power. Today, it is brands like AMI Paris, Hermès, Dior, Prada or Courrèges who use the platform as a means of communication in its own right during Fashion Week.
-The motivations behind this strategy? The LinkedIn public would be a particularly interesting target for luxury houses. According to the figures transmitted by the social network, Of the 1 billion members in LinkedIn, 30% are more interested in fashion than on other platforms.
Stéphanie Barret, the director of the luxury pole at Linkedin Marketing Solutions, develops: “Our trust platform and our unique targeting capacities give us strategic positioning within the luxury industry to create, develop and launch tailor-made awareness campaigns, and find new growth relays. And for good reason: we: we have a Ideal audience, relevant formats and an exclusive environment and Brand Safety To allow luxury brands to directly touch committed and demanding buyers “.
An investment in luxury on the platform that pays. According to a recent study by the Amazingcontent agency, the most influential brands on LinkedIn are luxury players, with L’Oréal, Richemont and LVMH in a pole position. As for the most followed luxury personality, it is Leena Nair, the current CEO of Maison Chanel.
