AN INVESTIGATION IN TO CONSUMER PERCEPTION OF LUXURY FASHION BRANDS ON SOCIAL MEDIA.

Isabelle ScottB3017072

BA Hons Public RelationsModule Leader: Julie GillinSupervisor: Janette Sykes

Word Count: 6398

CASE STUDY: BALMAIN ON TWITTER

Acknowledgements

I would like to thank my family for being so supportive, your patience and understanding over the last three years has been appreciated.

I also express my gratefulness to the kind people of Facebook and Twitter who took the time out to participate in this research, your time and efforts were greatly appreciated.

Most of all, I’d like to say a big a thank you to my supervisor Janette Sykes for putting up with me over the last six months. Your guidance and feedback throughout this process was immeasurable. I can’t thank you enough.

Isabelle Scott

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Contents

Acknowledgements..........................................................................................................................1

1. Introduction................................................................................................................................5

1.1 The aim of the study.............................................................................................................5

1.2 The research questions.......................................................................................................5

2. Literature Review......................................................................................................................8

2.1 Using social media...............................................................................................................8

2.2 The luxury fashion industry in relation to social media....................................................9

2.3 Defining the term luxury.....................................................................................................11

3. Methodology............................................................................................................................12

3.1 Research method...............................................................................................................12

3.1.1 Choice of method: web survey......................................................................................12

3.1.2 Sampling..........................................................................................................................12

3.1.3 Designing the Survey.....................................................................................................13

3.1.4 Analysis............................................................................................................................14

3.2 Limitations...........................................................................................................................14

4. Findings....................................................................................................................................15

4.1 Participant demographics and social media use............................................................15

4.2 Section 2 – Consumer perception of luxury....................................................................16

4.2.1 Respondents’ definition of luxury of luxury fashion....................................................16

4.2.2 Following brands on social media.................................................................................17

4.2.3 Consumer opinion: Luxury fashion and traditional media..........................................18

4.3 Section 3 – Luxury fashion brands on Twitter................................................................19

4.3.1 Consumer’s confidence in a brand on social media...................................................19

4.3.2 Social media content of present and future.................................................................20

4.4 Research Conclusion.........................................................................................................22

5. Discussion................................................................................................................................23

6. Conclusion...............................................................................................................................25

Bibliography.....................................................................................................................................28

Appendices......................................................................................................................................31

Appendix 1 – Survey – The role of social media within the luxury fashion industry........31

Appendix 2 – Survey Results: open ended questions.........................................................35

Appendix 3 – Table - Glossary of key digital terms..............................................................45

Table of Figures..............................................................................................................................46

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Abstract

Aim: The execution of this research emphasises the need for luxury fashion brands

to utilise Twitter as a platform of communication for consumers. It offers a basic

understanding of what consumers perceive to be luxury brands with a social media

presence, what consumers assume the definition of ‘luxury’ to be and what type of

content entices them to interact with a brand online.

Methods: The research was carried out using quantitative methods in the form of an

online survey. Google Docs, a free online service was used to create a questionnaire

and URL link that can easily be shared on social media channels. The survey was

then distributed to respondents through Twitter and Facebook.

In developing the survey, open-ended and multiple-choice questions were included

alongside conventional check-box questions in order to get a more detailed insight in

to the different attitudes towards luxury that would be given by respondents. The

survey was live for respondents to access for two weeks, during which 30 responses

were collected and deemed valid. They were then analysed according to their

relevance to the theories discussed in the literature review.

Findings: Consumers continue to have a traditional outlook on luxury, associating

luxury fashion products with wealth and status. Having a presence on social media

does not alter this image in the eye of the consumer. Consumers do seek interaction

online and it can be surmised that consumers don’t feel fashion brands are

particularly successful in initiating interactions.

Recommendations: There is potential for further research in developing this study

further. The first step would be to consider further analysis of the survey results and

conducting focus groups with the respondents to gain a more in depth insight in to

their responses.

To add a further element to this study and the future direction of luxury fashion

brands online, take a look at Social Media Optimisation (SMO). Similar to Search

Engine Optimisation (see Appendix 2 for definitions), SMO helps to give brands the

ability to direct traffic from social media sites to the ecommerce sites of the actual

retailers. Investigating the number of direct sales in response to the traffic diversion

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from one site to another would allow researchers to see the number of actual sales

completed due to specific social media posts.

Limitations: In existing literature there is a hole in the research on the particular topic

of social media and luxury fashion brands. A definition of a luxury fashion brand

cannot be clarified. “Despite the fact that many of the dimensions of luxury branding

are identified in the literature, it is unclear whether and how these attributes are

connected.” (Fionda & Moore, 2008, p. 351).

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1. Introduction

The purpose of this chapter is to introduce the topic and outline the research carried

out. The focus of this study is to investigate the relationship between luxury fashion

brands and their use of social media to interact with consumers. As the power of the

internet and the number of people using it continues to grow at a steady pace, there

has been an important adjustment to how consumers want to communicate and

interact with brands. The internet has become a convenient channel amongst

consumers and it’s the luxury brands, that are slow to embrace this new technology

(Okonkwo, 2009).

Luxury goods have always been associated with the more fortunate classes and

luxury consumption came hand in hand with status (Nelissen & Meijers, 2011). Now

luxury products have become more accessible to a wider audience, that no longer

has to be wealthy (Danziger, 2004). Consumers of all ages and social standing now

have the opportunity to access this lifestyle by a simple “like” or “retweet”, rather than

physically having to purchase a piece of the lifestyle (Phan, et al., 2011).

1.1 The aim of the study

The purpose of this study is to investigate the importance of social media and its

relevance to luxury fashion brands and consumers who have an online presence. To

research this topic further, a survey has been constructed using fashion brand

Balmain as a case study, to find out how potential customers and followers perceive

the brand’s online presence alongside gaining an insight in to their social media

habits.

1.2 The research questions

In order to understand the worth social media has to luxury fashion brands and their

consumers, the following question was considered.

How do consumers perceive the presence of luxury fashion brands on social media?

To better analyse the research question, three separate questions were constructed

for the research to be implemented effectively.

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Is using social media the correct way to market and communicate luxury

fashion brands to consumers?

The different social media networks are platforms which allow users to interact with

one another by creating and sharing content. Agichtein, et al. (2008) made the point

that an advantage was held by social media networks, they are a platform where

public opinion can be freely communicated twenty four hours a day, resulting in

information found online becoming more transparent.

Alongside the growing use of smartphones and a constant connection to the online

world, social media is rapidly changing how we communicate. Information posted

online can reach a much wider audience and allow anyone to contribute to a global

discussion. “The development of social media networks has made it feasible for the

customers to speak to thousands of other customers concerning a particular brand

or a company” (Kudeshia & Mittal, 2014).

This tool should not be overlooked, as it is the only opportunity a luxury fashion

brand has to be in direct correspondence with its audience. Traditionally, print

advertising in monthly magazines was a one-way dialogue and feedback couldn’t be

given by consumers. But social media opens this up and is able to make once

inaccessible brands more reachable for people of all social standing (Zmuda, 2011).

Do luxury fashion brands use social media effectively to attract consumers?

In general, luxury fashion brands are not able to use the same marketing methods as

other brands due to the specifics of the brand; reputation, price points and audience

to name a few. As for communication, luxury fashion brands are not able to adapt

their products to the consumers’ demand in the way high street premium brands

such as Zara and Topshop are able to do.

According to Kapferer & Bastien (2012), luxury brands give priority to their reputation

and more long term strategies. Veering away from their carefully crafted brand

identity would no longer make them unique in comparison to non-luxury brands.

Amongst non-luxury brands, using bloggers to endorse and blogging themselves,

has improved brand rankings in online searches and increased sales. Retailers such

as River Island, Urban Outfitters and others have proven that user reviews and user-

contributed photos or videos of products has increased sales and even caused

products to sell out (Corcoran & Feugere, 2009).

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Becoming social media savvy is a worry for luxury fashion brands, as they fear the

exclusivity that is so closely guarded, may be lost through the transparency that

being effectively active on channels such as Twitter will bring. Morrissey, writing for

media and technology magazine AdWeek, made the point that by visiting “the sites

of major fashion names…you’ll find pretty much the digital equivalent of Vogue, lots

of glossy photos and little in the way of interaction” (2010).

Does consumer perception of luxury and luxury fashion brands differ?

Peoples’ definition of what luxury actually represents differs dramatically. Many

factors have to be taken in to consideration. For many the term luxury brings a sense

of pleasure and satisfaction to them, helping to build a certain level of social status

the consumer feels they deserve from purchasing the luxury product (Okonkwo,

2010). Luxury is about treating oneself. It may be an impulsive purchase or

calculated, but predominantly functionality and price is second to a certain amount of

hedonistic behaviour (Kapferer & Bastien, 2012).

The competition for the more traditional luxury fashion brands has certainly

increased. New high-end brands and high-street retailers have developed the luxury

product designs and applied them to quick affordable fashion. By borrowing similar

selling techniques in terms of advertising and imagery these premium brands have

the best of both worlds, applying the best of luxury to the social media platform and

doing it well (Cailleux, et al., 2009). Consequently has the line between premium and

luxury been blurred?

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2. Literature Review

2.1 Using social media

The term ‘social media’, is referring to the numerous different channels, used by

Internet users to interact with one another by sharing and exchanging content

through different Web 2.0 communities (Ahlqvist, et al., 2008). These communities;

Facebook, Twitter and Instagram, offer users the ability to share and interact with

content on the web (Agichtein, et al., 2008).

By utilising social media, the luxury fashion industry enables user-generated content

to initiate the conversation between brands and their consumers. The growth of

social media, particularly Twitter, has had a huge impact upon the luxury fashion

industry and has created a two-way conversation where immediate feedback can be

given. According to Sinclaire (2011) consumers are monitoring and developing the

social media channels, and are no longer passive of marketing messages. “As a

result of the widespread growth of online social networking and user-generated

content sites, a shift in the balance of power is occurring” (Sinclaire, 2011, p. 293). In

agreement, an article featured in the Public Relations Review, concluded that “public

relations professionals felt that social media created a platform for open dialogue

with publics that encouraged interaction and raised unexpected topics that helped

strengthen the relationship” between consumer and brand (DiStasio, 2012, p. 513).

The luxury fashion brand Louis Vuitton was at the centre of a study carried out by

Kim and Ko (2010). They looked at the brand’s social media platforms and decided

to measure the content posted against five different categories; “entertainment,

interaction, trendiness, customisation and word-of-mouth” (Kim & Ko, 2010, p. 3).

From this research they were able to conclude that the brand was successfully using

social media to gain the attention of consumers by interacting with them uniquely.

Therefore it is Louis Vuitton who has the power not the consumer as Sinclaire

suggests.

Similar conclusions were made from a study carried out by Saravanakumar and

Lakshmi (2012) focusing on a brand’s ability to survive without using social media.

The study highlighted the importance of using social media to communicate with

consumers because it allowed them to build stronger relationships. However unlike

Kim and Ko (2010) and DiStasio’s (2012) studies, the research published in the Life

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Science Journal (Saravanakumar & Lakshmi, 2012) was able to prove that although

social media allows a brand to interact with consumers, it also opens up a two-way

conversation so that consumers can get involved with the online discussion.

Mangold et al. develops this idea further in the study entitled Social media: The new

hybrid element of the promotion mix (2009). Referring to social media as a tool to

access consumers directly, all at the same time to discuss products and services the

brand may offer. In the article, Mangold et al. (2009) refers to social media as

“consumer-generated media”, a platform of “a variety of new sources of online

information that are created, initiated, circulated and used by consumers intent on

educating each other about products, brands, services, personalities, and issues”

(Blackshaw & Nazzaro, 2006, p. 2)

2.2 The luxury fashion industry in relation to social media

Social media is an essential part of branding and marketing for luxury fashion labels.

Consumers use the channels to invest their time, attention and trust, expecting to

receive more than just the product. In a study carried out by Kaplin and Haenlein,

they concluded that consumers look for experiences and interactions with a

company that is transparent and trustworthy (2010). Noricks was able to develop this

further. The reaction amongst consumers in favour of company transparency has

resulted in the brands moving away from the unobtainable image that luxury fashion

brands were known for, allowing social networking sites to ultimately lead the way to

increased consumer trust (2010).

On the other hand, Atwal and Williams disagree to an extent. Certainly, the brands

have to find new ways to attract consumers than just selling them goods so that a

bond can formed. But the marketing of luxury fashion goods has become a harder

task as the brands have to promote the high quality image and product alongside

selling the exclusive lifestyle that is linked to them (2008, p. 338).

Having an active online presence and incorporating that into the company

communication strategy is not a new concept. In the journal article Exploring the

implication of the Internet for Consumer Marketing (1997), Peterson et al. stated that

“the Internet may provide an efficient medium for accessing, organizing and

communicating information, while Chaffey et al. (2000) focus on the Internet’s

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interactivity potential and on the opportunity to build relationships with individual

consumers”.

Consequently, different social media sites will not share the same quality level of

information and the content shared will vary from greatly interactive to simple

discussions. In conjunction with this information, a certain level of customer service

is also expected, different companies use social media to do this differently (Riley &

Lacroix, 2003). As part of their research for Luxury branding on the Internet: lost

opportunity or impossibility? Riley and Lacroix state that branding rules are the same

online and offline. Seemingly moving from traditional marketing methods to using

online tools is not vastly difficult. Similarly, Binkley believes that social media has a

“marketing promise, obvious for business: it has deep potential as a customer-

service channel for retailers”, requiring little talent to create the reaction and

interaction social media allows (2010). Both pieces of research make complete

opposite conclusions in comparison to the works of Atwal and Williams (2008)

mentioned above.

Nevertheless Okonkwo’s statement “Luxury goods are regarded as sensory in

nature”(2009), relies on the human senses being important when purchasing a

luxury good. In this case, the internet is an unsuitable channel of retailing for luxury

fashion goods. The lack of physical contact with the goods results in a lack of direct

correlation between the number of social media followers and sales. Okonkwo also

clarifies that the Internet is a crucial tool for luxury fashion brands to embrace.

Previous studies by De Chernatony (2001) and Ind & Riondino, (2001) highlight the

importance of including an active social media presence in a brand’s online strategy

and making sure it fits in to the brand’s overall image, by including “perfect

aesthetics” married with exclusivity and high-end quality.

Kapferer on the other hand sees sticking to this particular set of online aesthetics as

being a threat to luxury fashion brands. The availability of brands to consumers who

cannot afford them, makes social media the ideal tool to use as part of a

communication strategy, but by maintaining the luxury image the brand is also

recreating the same problem consumers have with physical designer retail stores;

holding back from entering for fear of being judged . This threat appears to be

generated from the traditional ethos of luxury fashion brands. Where their culture is

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centred round highly selective distribution of goods and less obvious communication

channels (Kapferer & Bastien, 2012).

2.3 Defining the term luxury

What one person describes as luxury could be something ordinary to another

person. The term luxury is becoming obsolete as it is being used to describe

anything and everything (Berry, 1994, p. 3) (Vickers & Renand, 2003, p. 460). These

confusions are reflected in research carried out by Dubois et al. (2001) and Vickers

& Renand (2003), whereas Atwal & Williams are adiment that the debate

surrounding the definition of luxury still ongoing. (2008, p. 338)

Okonkwo states that “luxury has been built on the foundations of certain principles”

and can be perceived as a culture because of the level of services and products that

are provided in the luxury industry, in comparison to everyday consumer goods.

Traditionally luxury was deemed only accessible by those of a high class and status

which just simply isn’t the case of today. The only factor that remains the same is

people’s need to illustrate clearly to others, their position within society (2009).

The word luxury, has many meanings but different theorists suggest, there are

distinct similarities amongst all definitions. Consumer recognition and the craving to

be recognised by others is one of the strongest pulls for consumers of the luxury

fashion industry. Kapferer & Bastien addressed this in an article featured in the

Brand Management journal where they stated “Luxury is in fashion, and the fashion

is for luxury” (2009, p. 1), emphasising the point made by Okonkwo (2009), that

consumers strive for this luxury as the status these products bring is currently “in

fashion”. For that reason, it becomes obvious that luxury fashion brands are

competing against one another for the ability to induce feelings of exclusivity and

luxury amongst consumers (Phau & Prendergast, 2000).

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3. Methodology

3.1 Research method

The chosen method to use for this study is to use a self-completion online survey,

shared on Twitter and Facebook. The purpose of this is because users of these two

sites, Twitter in particular, are the target respondents for the study. It is their attitudes

towards luxury fashion brands’ presence on social media that needs to be

investigated further and will provide the quantitative data that will be collected from

the survey.

3.1.1 Choice of method: web survey

The survey was created using Google Forms. This is a free online service offered by

Google. This application allows users to create a survey, generating an URL link that

can be shared infinitely online, taking respondents directly to the survey. According

to Wright (2005) the internet is the prime location to host and conduct this type of

research as “people regularly participate in discussions about almost every

conceivable issue and interest”.

Focus groups were not considered to be a suitable method for this study because a

difference in perception and collecting individual responses was key to the research

strategy. Therefore discussing this topic in a group would affect the results. With the

target participates being part of an online community the “target population suits an

electronic survey” (Yun & Trumbo, 2000).

The survey is open to be answered by a wide range of people from different social

backgrounds and countries of residence. Therefore a focus group would be difficult

to organise due to the geographical location of respondents. An advantage of using

the Google programme is that not only can it be completed online, but also any

errors that may occur from manually analysing the data can be avoided. This is also

a very time-consuming task to complete manually, similarly so is transcribing a focus

group discussion, therefore Google Forms eliminates this process.

3.1.2 Sampling

The most effective way to collect responses was to share the survey to social media,

particularly Twitter, as a section of the survey requires them to access the Balmain

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Twitter profile. Using both Twitter and Facebook, contacts were invited and

requested to answer and most importantly share the survey to their social media

contacts generating a wider participating audience. Social media is used by a variety

of age groups, consequently this method of research is an example of using random

sampling (Thompson, 2012). This random sampling represents an unbiased

selection of the social media population, particularly since the survey is also

anonymous.

3.1.3 Designing the Survey

From the start is was important to keep the survey as short as possible in order to

gain the maximum number of responses possible. On opening the link, an

introductory message is received by all respondents, outlining the aim of the study.

The survey is organised in to three separate sections: information about the

respondent with general questions on social media use. Secondly, their perception of

luxury fashion brands and opinions on traditional media. Finally, using Balmain as a

case study, their opinions on social media use by luxury fashion brands. The first

section, which includes gender, age and location is designed to investigate whether

a difference in perception amongst consumers was due to these demographics. This

is followed by questions based around their social media use.

The last section of the survey is about the respondent’s opinion and attitudes

towards the Balmain Twitter feed. They are given the link www.twitter.com/Balmain

to access the profile. As this is a public brand profile the participant does not

necessarily have to be logged in to Twitter at the time of the survey, as all content is

still available to view. It is logical to choose Balmain as the case study for the survey

as the brand has a huge social media and celebrity following, as well as very recent

high profile advertising campaign alongside a recent sell-out exclusive collection for

high-street chain H&M in 2015. This section is aimed at highlighting the difference in

opinion over brand image and expectations of consumers.

Open-ended questions were included so that a broader response could be

generated. We can also use this more in-depth data to give the study more validity in

case of a lower than expected response rate.

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3.1.4 Analysis

By conducting an online survey, valid data from 30 respondents was collected. The

survey was closed after two weeks to allow time to analyse the results. Because the

survey was created using Google Forms, an online database, the data was

separated by question making it easy to view each answer both individually and

collectively. Questions such as age, gender and country of residence were ordered

quantifiably. The open questions were dissected and grouped in correspondence to

the words and terms used in the responses.

3.2 Limitations

There are a handful of method limitations that can be associated with using a web

based survey to carry out research. Firstly the number of participants was a lot less

than expected of the study. A small number of responses means the sample is small

and an accurate generalisation of results cannot therefore be made, affecting the

weight of any conclusions made. Nevertheless according to Hill, et al. data collected

from open questions is valuable as the responses have not been constrained

therefore giving the researcher a better insight (1997).

Another limitation of the survey could be that the respondent did not follow the

instructions. In this case it would be clicking the link and being directed to Balmain’s

Twitter feed. The survey was completely anonymous so that a follow-up could not be

made and the participant is unknown. The survey was only online for a limited time

of two weeks, resulting in a relatively small number of respondents participating in

the study. If further research was to be carried out, a period of time to generate more

valid responses is recommended.

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4. Findings

4.1 Participant demographics and social media use

In order to identify the respondents, questions regarding gender, age and country of residence were used. Among the 30 respondents, 23 were female and 7 were male, the gender of participants was not analysed further. This sample of 30 respondents included: 23 aged between 21-29 years old, 3 aged between 30-39 years old, 3 aged between 40-49 years old, 1 aged over 50 years of age.

In terms of the participants’ country of residence, the majority of the respondents were from the United Kingdom (90% of the survey respondents), with only 3/30 answering using ‘other’.

Alongside these demographics, question four and five (see Appendix 1) were used to show how active the respondents are on social media and how likely they are to use the different channels on a daily basis. The results are shown in Figures 1 and 2 below.

Figure 1: Survey question 4 - How many respondents have Twitter, Facebook and Instagram.

Figure 2: Survey Question 5 - showing how likely the respondent was to access social media on an average day. 1 being extremely unlikely, 5 being extremely likely.

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The results of question five show a large majority of participants are extremely active

on social media, with 22 of the participants stating they would be extremely likely to

utilise social media on a typical day.

4.2 Section 2 – Consumer perception of luxury

The second section of the survey was designed to analyse participants’ social media

use in regards to luxury fashion brands, alongside their attitudes towards luxury

fashion brands’ online communication strategy.

4.2.1 Respondents’ definition of luxury of luxury fashion

Analysis of the responses to question “describe luxury fashion and what it means to

you.” revealed that “quality” (mentioned by 13 participants) and “expensive”

(mentioned by 14 participants) were the main factors respondents associated with

luxury fashion brands.

“Expensive yet quality, you are getting a piece of high fashion. Usually Chanel

or LV or Versace, names like that I would consider to be luxury fashion.

Unaffordable to most yet obtainable if you work hard enough. Beautiful

clothes, bags and shoes. I relate it to fashion shows, celebrities and parties”

(Respondent 2)

A small minority of respondents mentioned that luxury fashion brands bring a certain

status to consumers and a feeling of self-satisfaction in owning luxury pieces.

Respondent 9 said that luxury fashion pieces “look good. This would mean that I am

confident in what I am wearing”, similarly Respondent 23 claimed that because “it's

cost you quite a bit of money it does make you feel good.”

4.2.2 Following brands on social media

The majority of respondents didn’t follow any brands on social media. The

participants that do were more likely to follow more than five different brands. The

diagram below illustrates this.

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Figure 3: Survey Question7 - a pie chart illustrating the number of luxury fashion brands followed by respondents.

When respondents followed a number of luxury brands on social media, they were

asked to list them. A direct link can be made between those who follow more luxury

fashion brands and the level of luxury of the brand they follow. For example 8/20

respondents followed Chanel, 7/20 followed Burberry and 5/20 followed Louis

Vuitton on social media. Each of those respondents followed three or more brands in

total.

4.2.3 Consumer opinion: Luxury fashion and traditional media

Questions ten and eleven were used to gather consumers’ opinion on luxury fashion

brands’ use of traditional media outlets such as magazines, television and billboards.

This was to investigate the importance of branding and visuals to the respondents.

From the outset, the answers given focused on the creativity and artistic value of the

promotional material.

“They are nice pictures with nice looking young people in them. Almost like a

fantasy really isn't it. All nice and smiley. I pay more attention to the ones on

the TV. They are like mini movies sometimes usually with a good song to go

with them.” (Respondent 24)

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Many of the responses highlighted that traditional forms of promotional material had

a much more luxurious appeal and were able to evoke feelings desire and aspiration

towards the products featured. 4/30 respondents felt they traditional media was more

influential and gave answers similar to the one below.

“Magazine adverts are 'special'…Chanel’s advert is like a film trailer, it’s

aspiring and it almost feels like you can be that person.” (Respondent 12)

The use of traditional media, magazines in particular was a common response, with

10/30 participants responded positively to adverts placed in “high quality” “glossy”

magazines.

“I love picking up a copy of Vogue. You forget the spreads by the brands in

glossy magazines like that are just adverts. You get lost in the beautiful pages

and I like that you can rip them out if you want and keep them, not really the

same on social media. Reading Vogue is almost like being a member of a

club because not everyone can relate.” (Respondent 4)

There was a distinct lack of interest in traditional media methods from 8/30

respondents, where Respondent 30 even said “I don't find them as valuable as social

media is nowadays”. This is a high proportion of the sample and does highlight a

flaw in traditional media, which could be considered as no longer being able to meet

a modern consumer’s expectation.

4.3 Section 3 – Luxury fashion brands on Twitter.

This section of the survey was designed to observe consumers’ opinion on the use of

Twitter as a platform for luxury fashion brands to market themselves. The participants

were asked to look at the link www.twitter.com/Balmain and answer the questions

that followed.

4.3.1 Consumer’s confidence in a brand on social media

The first question of section 3 divided the respondents in to two separate sets

regarding whether they felt more confident and trusted Balmain after viewing their

Twitter profile.

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Figure 4 - Survey Question 12 - Pie chart showing the respondents' trust and confidence in Balmain

As you can see above in Figure 4, the majority of survey participants had more

confidence in Balmain after viewing their Twitter profile, although this majority was

not as large as expected, it does correspond with initial expectations, that being

active on social media does build consumer trust and confidence in a brand.

“The verified blue tick is always a good sign, I think what it is apart form that is

that you know how to find them if you need to. I can see people with the

products and get in touch with them and other consumers if I really wanted to.

They aren't hiding behind just a website.” (Respondent 2)

Although 60% or 18 participants expressed positive feedback towards the Balmain

Twitter page, the brand’s overall presence on social media didn’t have an effect on

the purchase intent on the consumer.

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Figure 5- Survey Question 13 - Bar chart showing the consumer's motivation to make a purchase after viewing the Balmain Twitter feed. Where 1 is extremely unlikely and 5 is extremely likely.

Figure 5 clearly illustrates that 21/30 respondents felt indifferent towards the brand.

Reasons for this included respondents feeling “It's all a status war”(Respondent 22),

and that “social media hype doesn’t validate its authenticity or popularity”

(Respondent 3).

4.3.2 Social media content of present and future.

Lastly participants were asked questions about the type of content luxury fashion

brands posted online and what they’d like to see from the brands in the future.

Figures 6 and 7 illustrate the responses.

Figure 6: Survey Question 14 - Bar chart categorising the type of Twitter content that attracts consumers.

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Figure 6 shows that 15/30 respondents felt that it was celebrity focused content that

attracted them to the feeds of luxury fashion brands, followed by video content. What

was interesting was that a number of respondents felt that they would like to see the

brands “make regular contact with normal people and interact with them rather than

just celebrities”(Respondent 28) and be “more accessible to the public” (Respondent

24), so the fact that the celebrity category scored so highly doesn’t quite correspond.

Figure 7: Survey Question 17 - Bar chart showing content categories consumers would like to see more of in the future

The last question in the survey, illustrated by Figure 7, was developed to gain an

insight in to what consumers would like to see from luxury fashion brands in the

future. 22/30 respondents want to see brands post more content about charity

events and community work. Interestingly a new concept arose, with 21/30

participants wanting to see the social media channels being used to make personal

style recommendations, rather than advertising, which was favoured by 5/30

respondents as a method brands should use more on social media.

4.4 Research Conclusion

The study was able to show that although respondents have different attitudes

towards luxury, they share similar thoughts on the subject of luxury fashion goods,

the majority associating them with being “expensive” and of a “high quality”.

Consumers which took part in this survey have a very active social media presence

and are constantly reaching for more information whether it is something they are

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interested in or not. Having a presence on Twitter does not necessarily mean

consumers are more likely to trust a brand, but they understand it is now an essential

tool in the communication strategy of any company. Overall the survey responses

highlighted that Twitter is not the right channel to use if a brand wants to

communicate directly to consumers, even though some respondents did declare they

would be less trusting of a brand if they weren’t active on social media.

5. Discussion

The purpose of this research is to investigate the attitudes consumers have towards

luxury fashion brands and their use of social media. Balmain’s presence on Twitter

was viewed by consumers of all ages. The sample is made up of a wide age group

ranging from 18 to 50+, illustrating just how popular social media is amongst

consumers. This section is set out with the original research questions in mind.

Is using social media the correct way to market and communicate luxury

fashion brands to consumers?

It was Ahlqvist et al. that defined social media as a Web 2.0 community where

internet users can interact and share content (2008), with Sinclaire adding that these

users were no longer unreceptive to marketing material featured on these sites

(Sinclaire, 2011, p. 293). The findings certainly confirmed this. Not only were

consumers more trusting of a brand if they were active on social media (Figure 4,

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p19), but it was marketing methods of celebrity endorsement and video interactions

that attracted to consumers to the social media feeds of luxury fashion brands

(Figure 6, p21).

On the other hand, Saravanakumar and Lakshmi’s study relied heavily on luxury

fashion brands using social media as a method to build stronger relationships with

consumers, using it as their focal communication tool (2012), whereas this study

revealed that, in the case of Balmain, some of the information shared was

unnecessary and actually had the opposite effect on consumers. Respondent 22 felt

“hype [on social media] doesn’t validate…authenticity or popularity” of a brand. A

factor that could be researched further is whether followers on social media and

sales figures have any link, as this would give further insight in to Respondent 22’s

answer.

Do luxury fashion brands use social media effectively to attract consumers?

It was Peterson et al. that made the point that the internet was an effective way for

brands to organise content and communicate (1997). Brands are having to find new

ways of marketing their goods and selling the exclusive lifestyle that goes with them

(Atwal & Williams, 2008). Transferring an industry that was the master of traditional

methods; magazines and television, to the digital age is difficult. The survey results

for this study revealed that consumers still appreciate those traditional methods, one

respondent stating “magazine adverts are special” (Respondent 12). However these

methods were also deemed irrelevant by 8/30 participants, not finding “them as

valuable as social media” (Respondent 30). Looking at other survey responses

(Appendix 2 p39-40), it became clear that consumers disliked being over exposed to

too many adverts, and this form of media no longer met consumer expectation. The

consumer is not given the ability to be involved and interact with material as they are

on Twitter, a factor deemed important by Mangold & Faulds David when researching

their journal article Social media: The new hybrid element of the promotion mix

(2009).

Taking both of the previous questions in to consideration, the facts and theories point

to social media being the correct tool, but currently luxury fashion brands are not

using it to its full potential as a lack of interaction between the brands and the

consumer is most definitely present.

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Does consumer perception of luxury and luxury fashion brands differ?

This final question is the most difficult to answer as a sole definition of luxury is

difficult to lay down. Okonkwo’s theory that a sense of pleasure and satisfaction

comes hand in hand with a luxury product (2010), combined with a premium price

tag and self-indulgent behaviour (Kapferer & Bastien, 2012) was reinforced by the

survey responses. Consumers of luxury fashion brands saw the products as

“expensive” yet of a “high quality”, with one respondent noting them as “obtainable if

you work hard enough”.

This information can be interpreted in the following way. The once traditional

philosophy of luxury has developed in to the idea of “new luxury”. As Okonkwo

stated, luxury good come hand in hand with status (2009), but being able to afford

luxury products is no longer a problem for those wanting to experience the

exclusivity they offer. Similar products deemed as premium fashion goods are

available from high-street retailers such as Zara and French Connection. They also

have the ability to create feelings of exclusivity from consumers (Phau &

Prendergast, 2000) as they are using the same marketing methods as luxury fashion

brands. This is the reason why the line between what’s luxury and what’s not has

become so blurred, if identical marketing techniques are being used to sell both sets

of products then they are both just as obtainable by consumers.

6. Conclusion

The aim of the research was to gain a better understanding of consumers’

perceptions of luxury fashion brands on social media. The findings of this piece of

research can concluded by answering the following questions.

Is using social media the correct way to market and communicate luxury

fashion brands to consumers?

Consumers want to feel a sense of confidence and trust from the brands, particularly

from the information they are receiving. Consequently social media can therefore be

considered not only a useful tool for finding the information they seek, but for brands

to nurture this particular image and give consumers the level of interaction they

deem necessary. Social media gives consumers instantaneous access to this

information and the ability to interact directly to it. At this level social media is the

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right platform to generate these conversations between the brand and potential

customer.

Although, the research carried out did highlight a certain level of scepticism from

consumers, regarding luxury fashion brands’ ability to interact with consumers.

Luxury fashion brands are using non-exclusive channels like Twitter to ‘promote’ an

exclusive lifestyle which gives the appearance that they want to be close to their

audience. Balmain, the case study used in the survey, didn’t show any level of

interaction from their profile between customers and themselves, unless involving a

celebrity client. Moving away from traditional media channels gives the brands an

opportunity to open discussions and gain an insight in to consumer opinion, but by

neglecting this consumers feel they are just being fed information.

Most importantly, consumers do not always have the confidence to contact luxury

fashion brands on social media. The reason for this being the lack of response and

the exclusive luxury image the brand still manages to emit on social media. Today

consumers don’t necessarily covet the brand’s history and are much more aware of

how brands market and communicate, so this level of service is expected. It is these

factors that in store confidence in consumers, not necessarily uploaded photographs

of the brands fashion show during Paris Fashion Week.

Did consumers’ perception of luxury and luxury fashion brands differ?

Brands are more than aware of the potential to use social media platforms as an

extension of the luxury lifestyle they are offering to consumers. In regards to actually

defining luxury, younger consumers appeared to enjoy sharing their experience of

luxury and were extremely influenced by a brand and the ‘status’ it would give them.

They could justify the pricing points and linked this to the quality of the product

whereas many older respondents formed a more negative response to the price and

couldn’t justify the cost of luxury fashion brands’ products.

Social media is used by many to showcase a certain lifestyle. It is an opportunity to

share an individual’s experience of luxury, whether it’s purchases, holidays or

recreational activities. It is the social media followers of these consumers who

contribute to the idea of leading a ‘luxury’ lifestyle by showing their appreciation and

interacting in these online conversations. The process of sharing all this information

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is part of an online experience, aimed at satisfying a person’s need for acceptance

amongst luxury consumers, and again showcasing a level of status that allows you

to be in a club of exclusive members who own goods from luxury fashion brands.

Being part of this online club helps to create and maintain an attachment between

consumers and the brands, evidently increasing the chance of buying in the future

and nurturing the aspirations of consumers to lead the lifestyle the brand offers.

Do luxury fashion brands use social media effectively to attract consumers?

Ultimately, the aim of using social media is for luxury fashion brands to maintain a

certain level of popularity and most importantly desirability amongst consumers. An

obstacle that social media teams for luxury fashion brands have is to keep the

attention of all consumers. Due to the type of products and services they are

offering, consequently they are not affordable or obtainable for everyone and the

traffic they generate amongst all their online platforms will not necessarily generate a

sale.

In terms of actual content posted to the brand’s social media sites, distinguishing

between the two types of customer, those with purchase intention and those without,

would be a place to start, followed by tailoring the content to appeal to these two

different groups. It does appear that luxury fashion brands are not utilising social

media in this way. The instantaneous accessibility and transparency of social media

does not have to be mirrored by the brands. Their products are not accessible to

everyone in every country, but by trying to maintain this level of exclusivity alongside

continuing to use social media platforms to promote a ‘closed’ network for wealthy

luxury brand lovers they are neglecting the most imperative detail of the luxury

fashion industry; luxury fashion is desired by an overwhelming number of people,

even those individuals who can’t afford it.

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Appendices

Appendix 1 – Survey – The role of social media within the luxury fashion industry

The role of social media within the luxury fashion industry.

I am looking to understand the role of social media in the development of luxury fashion brands and its use as a promotional tool in the industry.

For the purpose of this survey, I am defining "luxury fashion brands" as brands that offer exclusive products of an exceptional quality and premium price point, with a world renowned reputation and status.

This survey will require you to answer questions regarding Twitter, Instagram and Facebook

Personal InformationIn this section I would like to find out more about your social media habits and your perception of luxury.

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Male or Female? *MaleFemale

How old are you? *18-2021-2930-3940-4950+

In what country do you currently reside? *United KingdomOther :

Do you have an account for any of the following Social Networks? (Check all that apply) *FacebookTwitterInstagramRequired

On a typical day, how likely are you to use social media? *Extremely unlikely

12345

Extremely Likely

Describe luxury fashion and what it means to you. *please give as much detail as possible. *

Approximately how many different luxury fashion brands do you follow on social media? *Choose

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If applicable, using your answer from the previous question, can you name them?

What do you like about social media in relation to luxury fashion brands? *posts, photos, products, accessibility etc *

What do you like about luxury fashion brands' use of traditional media? *Think TV, Magazines, Billboards etc. *

What do you dislike about luxury fashion brands' use of traditional media? *Think TV, Magazines, Billboards etc. Examples where appropriate* *Your answer

The role of social media within the luxury fashion industry.* Required

Case Study: Balmain

I have chosen the luxury fashion brand Balmain (a firm favourite of the Kardashians, Rihanna and other A-Listers) as my case study due to the number of high exposure campaigns they have led over the last few years, both in print and social media. Alongside a sell-out collection for high-street chain H&M in 2015.

For this section I will ask you to take a look at the Balmain Twitter page:

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https://twitter.com/Balmain

After observing the Balmain Twitter feed, do you feel more confident and trusting in them as a brand because they have an active presence on social media? *

YesNo

Please explain why? *

After viewing Balmain's Twitter feed, has your motivation to buy the brand's products changed at all? *

Extremely Decreased12345

Extremely Increased

What type of feed posts from luxury fashion brands attract you the most? *check all appropriate *PhotographsVideosCelebrity endorsement

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Events and PartiesInformation and NewsRequired

After viewing the Balmain Twitter feed, would you feel more confident contacting the brand on Twitter? *YesNo

Please explain why? *

Where and how do you feel luxury fashion brands could improve their social media use? *make suggestions *

Which of the following would you like to see luxury fashion brands use social media for in the future? *check all appropriate*Celebrity endorsementCharity workAdvertisingEcommerce (selling)Style recommendationsOther:

Appendix 2 – Survey Results: open ended questions

Describe luxury fashion and what it means to you. *please give as much detail as possible.(30 responses)Something that is expensive, of excellent quality and is brandedExpensive yet quality, you are getting a piece of high fashion. Usually Chanel or LV or Versace, names like that I would consider to be luxury fashion. Unaffordable to most yet obtainable if you work hard enough. Beautiful clothes, bags and shoes. I relate it to Fashion shows, celebrities and parties.Expensive and limited availabilityHigh price designer piecesBeautiful clothes. Usually unaffordable. A treat if you buy something. Special item such as a handbag or shoes. Items you see on celebrities and models.

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High end and designer pieces, catwalk showsPremium quality items that would not be found in high street shopsDesigner clothes that I really want, can't afford and you just can't get the same thing on the high street.Good quality clothing that is in fashion and looks good. This would mean that I am confident in what I am wearing.Expensive, couture, trend settingI view luxury fashion as fashion made up of clothes from designer brands such as Chanel or Prada. I am inspired in my personal style by the way designers present these designs on the catwalk or adverts, or how outfits made of designer brands are styled in features in high end magazines such as Vogue. As they are out of my budget, I don't see them as a priority although it would be nice to have one of these pieces.A treat. Good quality designer items that are made by a brand that has a good reputation. Expensive but you are paying for design and quality.Luxury fashion to me means good, long-wearing quality that remains looking glamourous and as new over time. Comfort is also key. Classic styles that are versatile and comfortable.Aspiration, timelessness, classicI define luxury fashion as branded items of clothing that are stylish and comfortable.Brand, expectation, latest, must haveQuality, cut and styleIt depends, some luxury brands or should I say, real luxury brands offer products that are high quality, however just because they are a luxury brand it does not necessarily mean that they are selling quality or fashionable goods, certain brands live of their name and have failed to keep up with the pace of change In fashion today. Luxury brands for me are the ones that make time less pieces that turn vintage, they are quite plain and subtle without too much going on in most cases, they should be selling their design and not just there label.I don't consider luxury fashion to be something that's important to me. I wouldn't buy or aspire to buy it. I believe it’s overpriced for the quality, however, I can understand how other people have different opinions.Overpriced, non-realistic, uncomfortable clothing worn by celebrities and the overly rich, who have no idea that the cost of the coat they are wearing can feed a family for a month.Luxury fashion is expensive brands and good qualityI see it as art. Ridiculously overpriced but nice to look at.Trendy, fashionable and usually quite expensive. I don't know a lot about fashion but when you wear something designer and it's cost you quite a bit of money it does make you feel good.Luxury fashion to me means spending over 100 pounds on one item. Generally high quality is associated with luxury brands, but it’s mostly about the price.High quality, high priceVery expensive (usually overpriced) clothes, don't go above a certain size, for a certain demographic that isn't representative of the population (size, race of models etc)Expensive branded clothingExpensive, high quality fashionAn expensive brand which offers high quality and class and is more exclusive than your typical fashion.Expensive clothes

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If applicable, using your answer from the previous question, can you name them?(29 responses)NoNoNoN/aN/an/an/aChanel earrings, Chanel handbag, LV bag, LV purseLouis Vuitton Chanel Manolo Blahnik Christian Louboutin Balmain Jimmy Choo Bally of Switzerland CelineMissoni ChanelChanel Christian LouboutinNet a porter---Saint Laurent Louis VuittonChanel Ralph Lauren Marc Jacobs Burberry Alexander McQueen Victoria BeckhamMarc Jacobs, Burberry, Tom fordGuiseppe ZanottiNoneMichael Kors Dior Marc JacobsPaul Smith, Barkers, Ralph LaurenMaxmara Alice Temperley Oscar de la Renta Jcrew Chloe Karl Lagerfield Comme des garçons Rachel Zoe Victoria Beckham. Prada. Marc Jacobs Fendi Dior Stella MCartney. Burberry Dkny Joseph. ArmaniPatek Phillipe, Rolex, Reiss, louboutin, Burberry, tag heur, Gucci (sometimes) hahaha!cliniqueRalph LaurenLouis Vuitton, Chanel, Prada, Louboutin, Michael KorsMichael Kors, Julien Macdonald, Alex Monroe, tiffanys,Vogue UK, BurberryStella McCartney, Victoria Beckham, Chanel, Dior, World McQueen, Dolce and Gabbana, Gucci, fendi, mulberry, Burberry, house of Holland, Pringle, Alexander wangChanel, Hermes, Calvin Klein, Burberry, Louis Vuitton, Givenchy, Elie Saab, Alexander Wang & Vera Wang

What do you like about social media in relation to luxury fashion brands? *posts, photos, products, accessibility etc(30 responses)NothingNothing

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You can see the latest trends and what celebs wear them (if that interests you and you want to follow the crowd and see what’s in, especially in the USA etc - Kardashians)I can get an insight in to what's happening behind the scenes almost. They will post pictures of the products and the people wearing them. At particular times of the year like NYFW, The Oscars and The Grammys you feel like you are at the events yourself and get a small piece of the glamour just through the posts. It’s also great to interact with other people who are fashion lovers by retweeting, liking and commenting on posts and pictures. It's like a little world you can escape to.New season collection availabilityN/aI like to see the photos and pictures of Celebrities wearing the gear. You. can aspire to wear them or try and find something cheaper that is very similar. Almost like a look book.Well shot photos, pleasing on the eyePhotos give inspiration for items that can be purchased on the high streetLike looking at the photos and seeing who is wearing what.Looking at the pictures of the latest trend.Photography, aspiring productsThey are made more accessible.I can see photos of the trainers and what people wear with them. It can be cool to see celebrities in them too and any events or places they wore the clothes to. You can kind of copy an outfit.I enjoy reading outfit posts.Instagram posts by celebritiesIt's good to be able to see full outfits put together rather than single items like in a magazine.Instant, easy, help in choosing, photosInstant information! Immediate access to a select world.I like how they do not compromise the exclusivity of certain brands by how they market themselves online through their posts. E.g. By keeping posts "classy" and relevant to current happenings.If I did follow or look at anything about luxury fashion in the media I would probably like looking at the photos of the outfits they put together.Post and photosGive young girls high expectations and crest mini divas/ brats. Puts parents under pressure to provide items for kids they simply cannot afford. Has the 'Jones' effect.They post some nice pictures and if I want to know what's new in around birthday times and Christmas I can go in to the stores with a picture off Facebook and get my boys the latest gear. It is handy for things like that.Mostly photos.Photos, products,Shows some kind of outreach to normal consumers, gives them more global access to emerging markets. Photos are usually of amazing quality - but highly manufactured.Some accounts post daily so you have different pictures to find outfits that you'd like to recreate. I also like how the posts give of the impression about what colours are in style throughout the different seasons.Photos, photos of fashion week, products, campaignsI like that it is instant and available to everyone. It also helps with keeping up with trends by photos which are posted.

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What do you like about luxury fashion brands' use of traditional media? *Think TV, Magazines, Billboards etc. Examples where appropriate*(30 responses)NothingNothingOn Instagram they are usually on very tall, model like girls that are mixed race with perfect teeth etc. it makes you feel if you have those products you will be the same/share a snippet of that life styleI love picking up a copy of Vogue. You forget the spreads by the brands in glossy magazines like that are just adverts. You get lost in the beautiful pages and I like that you can rip them out if you want and keep them, not really the same on social media. Reading Vogue is almost like being a member of a club because not everyone can relate.Longevity and easy to reflect back on. Larger images.Glossy adverts, such as Chanel and BurberryI do like adverts in glossy mags. Especially with the perfume testers. They do tell a story almost and the photography is good.Advertisement in high end fashion mags such as vogue are always beautifully shot imagesI love the use of luxury fashion brands advertisement in magazines as a traditional way of advertising. The magazines and adverts can be saved for years to come and allow us to look back on how fashion has evolvedI don't really read magazines to be honest, but I do pay attention to adverts on the TV. They are almost like a story and I like how they mix it up with a good soundtrack.Keeps me up to date with the latest news for that brand.Magazine adverts are 'special' compared to normal brands. Chanel’s advert like a film trailer is aspiring but almost feels like you can be that personI like watching or looking at adverts because they are often aesthetically pleasing and can inspire personal style.I don't really read magazines that have that kind of advert featured but what I see on the television I like. The brands go all out and the adverts end up being like miniature movies.I like pretty aesthetics and feminine/ romantic imagery (flowers etc.)Adverts - directors e.g. Baz Luhrman for Chanel and famous actresses/actors. Rarely look at magazine advertsMagazines again allow you to see a full outfit put together. They are iconic and stand out.Don't really pay too much attentionWill always be loyal to my Vogue and follow enjoy a good read by fashion journalists of "Telegraph" and Times repute - but maybe my age?I like Burberry adverts when they are on TV.I can't think of any adverts in television or magazines that stand out to me in any way.NothingThey make their adverts to catch the eye and draw you inThey are nice pictures with nice looking young people in them. Almost like a fantasy really isn't it. All nice and smiley. I pay more attention to the ones on the TV. They are like mini movies sometimes usually with a good song to go with them.

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I like it when they put perfume samples in magazines.Quality magazines with thicker paper and glossy finish.Reliant on celebrity - Burberry's amazing Billy Elliot-style advert or extremely expensive looking - e.g. Dolce and Gabbana Light Blue David Gandy advert. Luxurious. 'Wish you were here' aspect is appealing. The lift up and smell samplers in magazines are brilliant and have persuaded me to buy some fragrances - e.g. Boss Orange.I like how in magazines you are given more detail on the prices and the websites to visit to purchase them. I also like how the articles can sometimes contrast against the adverts to show how the clothing not can be worn in different ways, for example in Look magazine there are advertisements but then there are articles on celebrities and what they have been caught wearingAlways attempt to be original and the use of models.I don't find them as valuable as social media is nowadays.

What do you dislike about luxury fashion brands' use of traditional media? *Think TV, Magazines, Billboards etc. Examples where appropriate*(30 responses)A lot of the time the products can be a lot cheaper before they were worn by a celebAlthough they are adverts, they rarely say how much anything is. I don't like quite a few of the brands TV ads at the moment. They usually have no relevance to the actual product. For example I think it's Chanel that has Gisele surfing in one of them. Do Chanel wearing champagne drinking Parisians surf now?I don't dislike at allUsing celebritiesI don't like that sometimes the advert has nothing to do with the product and that the pictures are so touched up.Sometimes used inappropriately or in ill-fitting situationsThe use of social media allows multiple posts and advertisements a day opposed to one advert in a magazine per week/month or the same TV advert for 3-6 monthsYou don't get told what the actual product is and when the adverts been on the TV or in a magazine it's usually out for months, so that thing in the advert is sold out or really hard to get hold of. It does get a bit boring watching the same ad all the time.Too many irrelevant ones pop up, for example on Instagram when it suggests pages to like that are irrelevantCan be annoying and post too much on social media, hence why I only follow 3. The over use of celebrity endorsement in traditional methods annoys meThey can put pressure on people to look a certain way by insisting upon the importance of beauty, primarily for women.They don't tell you much about the product and sometimes you can watch an advert and not even know what it's for when it finishes.Any shaming of women into purchasingMagazine adverts - far too many and too similar - would always skim throughMagazines sometimes contain a lot of text - on social media it focuses on one thing. Magazines are sometimes cluttered.No commentSomehow it seems rather dated? We have become used to accessing information via our phones - hate to say this but magazine advertising so last year!I hate the generic feel that Gucci sometimes give off in TV adverts.

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No normal women are ever used to advertise they are always stick thin which isn't a good image to very promoting to customers (especially young girls/women) who buy the products. Similar situation for men.Models are airbrushed size zero zombies that are so far removed from the real world, it causes unfair expectations, weight/image misconceptions in younger generations. Brands are great at making a person feel they need the item, to the point people don't notice that there isn't actually any price on the advert. It's the 'I want it. I don't what it costs' mentalityThey are usually aimed at certain peopleUnrealistic expectationsSometimes when I see a Ralph Lauren ad in one of my wife's magazines, or she shows me something else she likes they don't put what the item actually is in the picture. For example what it's called and how much it is so it's annoying if you like the T-shirt or something because you then have to do your own investigating work.The way they put outfits together generally doesn't appeal to me as they are not realistic. If the clothes were presented in a way that i would wear them, i would be more likely to pay more attentionTV seems too mainstream for luxury brandsModels are almost always impossibly thin or unrepresentative of the market, enforcing an ideal that's simply not healthy - even for something not related to size such as fragrance. Obviously some adverts miss the mark and don't find their place within the market. Magazine advertisements are extremely London centric and many only show their London location - not others.I dislike how on television the adverts are brief and give little detailThey're unrealistic to normal peopleI don't like how they spam magazines with their brands. The billboards and adverts are always samey and they don't normally differ from each other.Everything

After observing the Balmain Twitter feed, do you feel more confident and trusting in them as a brand because they have an active presence on social media?(30 responses) Yes or NoPlease explain why?(30 responses)To an extent because you can keep up to date with themThe verified blue tick is always a good sign, I think what it is apart form that is that you know how to find them if you need to. I can see people with the products and get in touch with them and other consumers if I really wanted to. They aren't hiding behind just a website.For me social media hype doesn’t validate its authenticity or popularityOpens the brand up to a wider audience

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Doesn't really make a difference to me or not. Twitter is just part of the package these days. It's just necessary isn't it? But I don't think I would change my opinion of a brand just because it has Twitter or not.Communication makes them more relatable and makes them fit in with everyone elseI don't think it is essential for a high end brand that has as much publicity as it does to have a social media pageIt’s good to know they are there and I can try and get hold of them if I needed. They aren't being shady or snobby in anyway. Their account is quite chilled.The content of the site is appealingHaving so many followers and celebs wearing themI don't understand why having a presence on social media would make a brand more trustworthy. Nearly everything/everyone has a presence on social media. They are there to promote their brand, not to truly connect with people.Having a social media page is kind if necessary these days as people want to interact with you and you can showcase the products to people too.I would be more drawn to a quality boutique I could visit in townCurrent, modern, edgy, recognisable. If they were not on social media - signals behind the times.It has a lot of followers - therefore proving that it is well liked and supported.Presence and links to celebrities, aspirationClearly very current - missed this one!No, I know them to be a quality brand, but I feel they think too highly of themselves to be honest and don't think they will stand the test of time as well as other brands but for now they are doing very well and I'm sure they will continue to do so, however the social media side of their campaign is positive for what they are trying to achieve because it directly appeals to their target market.It’s just an advertising tool so they'll obviously be telling me how good their brand is.Social media is a huge part of any business. Small or big. Whether it's checking in at your local kebab store or tweeting your latest bargain from ASDA. Social media involvement does not sway my opinion in either direction. It's now the world latest form of subliminal advertisingI have not heard of this brand, and just because they are on twitter doesn't make me want to buy their productsIt's all a status warIf I am honest, I have never heard of them and I don't use Twitter so I can't really say I am more confident in them. Looks like they have some good stuff though.They seem to have high profile contacts.The majority of businesses have twitter. But it would make me lose confidence if they didn't have twitterIt gives a sense of gravitas - the verified label also makes them more exclusive.I am aware of all the famous celebrities they style and create clothing for.They are active of social media making them up to date and reliable.Because they have lots of followers and professional photos. They have also maintained their brand with updating regularly.They must be doing something right if the Kardashians use them

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After viewing the Balmain Twitter feed, would you feel more confident contacting the brand on Twitter?(30 responses)YesNo

Please explain why?(30 responses)Most brands do not reply, especially if they are linked with celebs. It's like tweeting a celebrity, you're lucky if you get a RT.I don't think I'd get a response. They have had no interactions with their audiences and no tweets from consumers have been shared to the feed. It is solely used for promotion and brand building from what I can see. I would probably go to the website and then see where I go from there if I wanted to get in contact.Customer services all the way for anythingTo show appreciation of the productsI don't really have need to and there isn't any evidence of them replying to anyone. It's like trying to tweet a celebrity. You'll never get a responseThey are easily accessible on there as opposed to emailingQuickest and easiest method of contacting them it is also free!If I needed to I wouldn't have a problem doing so. It would be a lot quicker than customer services probably, that's if they have one.The site looks well maintained and seems like someone would respond to any queriesI don't like the brandI have no reason to want toAlthough I don't have Twitter, it is a very easy way of getting in contact and it costs you nothing unlike customer service call centres. Much quicker too.I am not particularly interested in high fashionIf I had any questions I would expect it to be the most efficient way to communicateI wouldn't have anything to ask.No needI don't feel the need!Why? Lol if I want something I just buy it, I'd rather not look like a pointless suck up. Plus it does not benefit me in any way to message them unless I specifically needed some information etc.I have no interest in buying luxury fashion so there would be no point contacting them!Not my cup of teaNoAs aboveI've only just learnt who they are and I don't think I'll be buying anything from them any time soon.i don't know what i would contact them forHasn't worked previously.Honestly never heard of them, female clothes and i'm a manI doubt they would response due to them being such worldwide style iconsDoesn't seem like they would contact backBecause they seem active on it.See my answer abovd

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Where and how do you feel luxury fashion brands could improve their social media use? *make suggestions (30 responses)Makes it look nice and high quality with the logos useBy interacting more with their audience. There are genuine fans out there and people who want to be involved in everything Balmain do. They dress some pretty famous clients so there will always be some sort of buzz around that and events. It would be an opportunity for Balmain and other brands to be more real.For me it feels like hypeStyle recommendationsHave a team or separate account that's aren't just about the image and about keeping in touch and interacting with 'fans' of the brand.UnsureRefer more to the products and upload information more frequentlyI would like to see more pictures of real people in the gear rather than models and celebrities. Especially on Instagram there is a massive opportunity to interact with fans of the brand that aren't famous.I feel that fashion brands are bigger on Twitter and Instagram due to their nature. They should try to improve their Facebook use.Post less but more impactful imagesThere is no way they could improve use of social media while also maintaining the image/prestige of luxuryLess shameless plugging of products.Make sure that their posts give out a positive message to women and girlsNAI don't think they canNo commentI am drawn to beautiful photography - Mario Testino for Vogue. I believe fashion is Art and luxury brands should not be reduced to tweets about an item. Pictures please.By creating a wider community that includes people from all cultures and backgrounds rather than the generic snooty, noes turned up type of people that will pay over the odds for their goods. I understand that they are the people who generally buy the shit but even some rich people have hearts and a sense of community or showing love like giving back o children' or society will attract more business and positive clientele that would happily help then to promote the business after but that's just how I would do it, the fashion world isn't based around being a humanist, it's about exploiting children from the third world then covering it up to make it look like you are helping them, rather than actually paying them a fair living wage.. Give free clothing to those most in need of it. Improve the business by improving humanity. Use social media to improve the world, not just take and take and take.I don't knowStop using stick thin modelsBy telling us what is in the pictures. That is my pet peeve.Make it more accessible to the publicI do not knowFurther engagement with new forms - e.g. backstage periscope. Tommy Hilfiger S/S16 used Instagram adverts and a snapchat story to connect with consumers.

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Have backstage videos of why they decided to put the outfit togetherMake regular contact with normal people and interact with them rather than just celebritiesThey could interact more with customers.Don't know

Appendix 3 – Table - Glossary of key digital terms

Term DefinitionSearch Engine Optimisation (SEO)

“Search engine optimisation is a method used to increase

the amount of visitors to a website by obtaining a high-

ranking placement in the search results page of a search

engine (SERP) including Google, Bing, Yahoo and other

search engines.”

(www.webopedia.com, 2016)

Social Media Simialr to SEO this is “the process of increasing the

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Optimisation (SMO) awareness of a product, brand or event by using a number

of social media outlets and communities to generate viral

publicity”.

(www.webopedia.com, 2016)

E-Commerce or Electronic Commerce

“The phrase is used to describe business that is conducted

over the Internet using any of the applications that rely on

the Internet, such as e-mail, instant messaging, shopping

carts, Web services, among others. Electronic commerce

can also be between two businesses transmitting funds,

goods, services and/or data or between a business and a

customer.”

(www.webopedia.com, 2016)

Traffic “(1) The load on a communications device or system. One

of the principal jobs of a system administrator is to monitor

traffic levels and take appropriate actions when traffic

becomes heavy.

(2) The measurement of the amount of users that visit

a Web site.”

(www.webopedia.com, 2016)

Table of Figures

Figure 1: Survey question 4 - How many respondents have Twitter, Facebook and Instagram...........15

Figure 2: Survey Question 5 - showing how likely the respondent was to access social media on an average day. 1 being extremely unlikely, 5 being extremely likely......................................................16

Figure 3: Survey Question7 - a pie chart illustrating the number of luxury fashion brands followed by respondents.........................................................................................................................................17

Figure 4 - Survey Question 12 - Pie chart showing the respondents' trust and confidence in Balmain.............................................................................................................................................................19

Figure 5- Survey Question 13 - Bar chart showing the consumer's motivation to make a purchase after viewing the Balmain Twitter feed. Where 1 is extremely unlikely and 5 is extremely likely.......20

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Figure 6: Survey Question 14 - Bar chart categorising the type of Twitter content that attracts consumers...........................................................................................................................................21

Figure 7: Survey Question 17 - Bar chart showing content categories consumers would like to see more of in the future...........................................................................................................................21

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