The notion of luxury has always been associated to exclusivity, mystery and even scarcity. When some of the most advanced brands are able to manage influencer programmes of a few hundred or thousands influencers, how should luxury brands optimise the balance between scaling impact and staying consistent with the exclusivity they wish to preserve?
“Retaining your most loyal customers”
The audiences are there but retaining your most loyal customers and those who associate luxury with exclusivity is paramount. Traditional luxury buyers may not be as social as your new audiences but they are still adopting digital behaviours.
Influencer marketing provides a super effective tool to reach very disparate and select audiences that reside around the themes and values associated with your brand and can steadily and selectively build a network of integrity that resonates with your audiences.