The influence of social networks on the purchase of luxury goods

Luxury is being reinvented by social networks. A study conducted by YouGov and the WWP agency reveals that 27% of British buyers have already acquired high-end items via social platforms such as TikTok and Instagram. A phenomenon that is shaking up the strategies of luxury brands.

The rise of social commerce in luxury goods

With a global market for fashion influencers valued at $6.82 billion, social commerce is becoming an essential channel for luxury brands. A study of 2,000 British shoppers shows that half of them are convinced by in-depth product reviews before making a purchase. Creating rich, engaging advertising content is therefore becoming essential.

Micro-influencers, though less visible than big-name celebrities, also play a key role: 24% of fashion and beauty buyers trust them, preferring their authenticity and closeness to their community.

A challenge of image and values

Influencers are not just advertising showcases, they also embody values and opinions that influence their followers. 39% of buyers say they consider influencers’ personal positions before making a purchase. Brands therefore need to choose their ambassadors carefully, ensuring consistency between their values and those of their influencers.

In France, a figure like Léna Mahfouf (Léna Situations) dominates this market, being the most sought-after content creator by luxury houses on TikTok and Instagram.

A booming market

According to the Beyond the Runway report, the fashion influencer sector could grow by 38% by 2030. Faced with this boom, brands need to rethink their approach to digital and influencer marketing. Between authentic engagement and commercial strategy, the future of luxury definitely lies in social networks.

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