During the golden era of social media, brands received a surge of positive reinforcement when engaging with users online. However, as social media has evolved, people have become more wary of brands that come across as overly familiar. This poses a new challenge for brands, especially in the luxury market, as they try to balance connecting with a Gen-Z audience on platforms like TikTok while maintaining their traditional authority and seriousness. Daisy Alioto, CEO of Dirt Media, explains that luxury brands have always sought to tap into new markets and form relationships with younger consumers before they have significant buying power.
Some luxury brands have successfully navigated this challenge by collaborating with popular TikTok creators to create engaging and humorous content that resonates with Gen-Z audiences. For example, Marc Jacobs partnered with the TikTok account Sylvanian Drama to create a funny video featuring Calico Critters and a Marc Jacobs Tote Bag. This collaboration showcased the brand’s willingness to embrace experimental creators and connect with a younger demographic. Similarly, Loewe has used social media trends to its advantage by participating in challenges like the “is it cake?” trend and the “passing the phone” challenge with celebrities ahead of the Met Gala.
In addition to collaborating with content creators, luxury brands like Marc Jacobs and Loewe are also incorporating elements of youth culture and internet trends into their marketing strategies. For example, Marc Jacobs leveraged the viral success of a couple dancing to a Tinashe song by getting them to recreate the video for the brand. This shows a willingness to engage with current internet trends and create content that resonates with younger audiences. Similarly, Loewe’s participation in internet challenges and collaborations with popular creators demonstrate an understanding of the power of social media and its ability to connect with fans and consumers in new ways.
The success of luxury brands on social media lies in their ability to adapt to changing consumer preferences and behaviors. By embracing platforms like TikTok and collaborating with popular creators, brands like Marc Jacobs and Loewe are able to stay relevant and engage with younger audiences in meaningful ways. These collaborations also help to humanize these luxury brands and create a sense of accessibility for consumers, ultimately strengthening their relationships with their audience and driving brand loyalty.
Overall, social media has become a powerful tool for luxury brands to connect with consumers and showcase their personality and values in a more interactive and engaging way. By leveraging the creativity and reach of platforms like TikTok and embracing internet trends and challenges, brands can effectively communicate with their target audience and build strong relationships with both existing and potential customers. As social media continues to evolve, luxury brands will need to stay agile and innovative in their approach to engaging with consumers and adapting to new digital trends to remain competitive in the market.
