The accessible and ‘always on’ nature of social media seems slightly at odds with the world of luxury fashion and beauty.

Perhaps understandably, luxury brands tend to be a little more cautious when it comes to how and what they share on social.

However, with a large percentage of shoppers now being influenced and even making decisions based on what they see online – social is a hugely important tool for luxury brands looking to deepen consumer engagement.

Last year, Chanel was named by Insightpool as the most influential luxury brand on social media (based on overall engagement), topping the list above others like Louis Vuitton and Christian Siriano. With a total of 40.8 million followers on Twitter and Instagram alone – Chanel has generated a huge following.

But what keeps users so engaged? Here’s a few reasons behind its social winning strategy.

Premium content

To continue reading this content and gain access to more than 30,000 exclusive pieces of data, research, reports and articles, you need to subscribe. Use the button below to view your options and sign up. Already have a subscription? Simply sign in below

To access all of our premium content, including invaluable research, insights, elearning, data and tools, you need to be a subscriber.

Explore our subscription options and get instant access for you, your team and your organisation to a wealth of resources designed to help you achieve excellence in marketing.

View our subscription options

Need help signing in?

EMEA/USA: +44 (0)20 7970 4322 | email: subs.support@econsultancy.com