Ten Luxury Brands Go Head to HeadPresented by

Luxury brands can no longer stay away from social media. In recent years, the Internet has

come to play a growing role in the decision-making process of luxury shoppers, with 44% of all

luxury sales being influenced by internet research or social media buzz (Mc Kinsey 2014).

As a result, all major players from the luxury industry have started posting on the main social

media platforms, from Twitter to Instagram. Despite their recent involvement, luxury brands

attract many more fans than many regular consumer brands, with giants such as Louis Vuitton

amassing over 18 million followers on Facebook alone.

In this case study, we analyzed the social activity of 10 giants of the luxury goods industry in a

head to head format based on three main social media platforms - Twitter, Facebook &

Instagram - to determine which luxury brands have gotten off to the best start in 2016

(Jan. 1 – Feb.15). The match-ups are as follow: Dior vs Chanel, Louis Vuitton vs Coach, Ferrari

vs Tesla, Hublot vs Tag Heuer and Cartier vs Tiffany. Here are a few teasers of our findings.

“ The luxury goods industry is shifting focus from which markets drive growth to

which channels drive growth. Brands are waking up to a stark reality: the equity that took

decades (if not centuries) to build does not transfer proportionately online.” L2’s 2015

Fashion Digital Report

Chanel scored high in terms ofengagement on both Twitterand Facebook thanks to greatvideo content from its JanuaryHaute Couture Show

Dior gained over 1.7 million followerson Instagram in under three months,thanks to its efficient influencermarketing

Louis Vuitton generated sixtimes more engagement thanCoach on Twitter within thesame time period

Ferrari has managed to attract a veryinternational audience on Twitter,with considerable reach on allcontinents except Latin America

What works best for Tesla onboth Facebook and Twitterare video posts highlightingthe innovative features ofTesla cars

The most engaging posts for bothTag Heuer and Hublot could beclassified in two categories:- Picture of products- Posts related to sponsored

events, especially in the sportsindustry

Almost 75% of all of Cartier’soverall engagement on Facebookwas generated in one day by its#AmuletteDeCartier campaign

Luxury WarsOn Social Media

Ten Luxury Brands Go Head to Head

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Image credits

Cover picture: CC/Flickr/superidoijp

Chanel: CC/Flickr/Paulo Valdivieso

Ferrari: CC/Flickr/Moto “Club4AG” Miwa

Louis Vuitton: CC/Flickr/nwhitford

Dior: CC/Flickr/Nikos Koutoulas

Hublot: CC/Flickr/Attila Mexico

Cartier: CC/Flickr/Ding Yuin Shan