Luxury Getting Increasingly Democratized Through Social Channels
Photo Credit: Influencer La Revue de Kenza at Le Dokhan's, a Tribute Portfolio Hotel, as part of the LiketoKnow.it Partnership. Starwood Hotels & Resorts
Skift Take
Consumers' perception on the accessibility of luxury brands is shifting through their daily, almost intimate interactions with both luxury products and the influencers who tout them on social media.
Consumers today have a far more intimate relationship with brands than in the past, which is driving the rise of thoughtful brands and more engaging marketing.
It is also making brands that previously felt unattainable feel accessible to a larger and younger segment of consumers.
Social media drives much of this shift. Brands are communicating with consumers through a breadth of channels, which creates challenges and opportunities for luxury marketers.
This new breed of luxury is driving by digital, experiential offerings and deeper, more personal relationships with customers, according to digital marketing agency PMX in its recent Luxury Study. The study looks at the $289 billion luxury goods m
