Luxury fashion shows on LinkedIn: discover why prestige brands are investing in the social network to maximize the visibility of their collections and reach a wider audience. audience influential.
All luxury fashion shows on LinkedIn are becoming an unavoidable phenomenon. Once reserved for exclusive catwalks and broadcasts on specialized channels or Instagram, these events are now taking on a new dimension thanks to professional social networking. The major luxury brands have understood the benefits of exploiting LinkedIn to reach a premium, influential and engaged audience. But why is a business-oriented network becoming a strategic playground for luxury brands? Let's decipher a trend that is redefining the digital strategies of major fashion houses.
LinkedIn, the platform of choice for luxury
The evolution of luxury on LinkedIn is dazzling. In just three years, retransmissions of luxury fashion shows on LinkedIn have been multiplied by five. This move was initiated in 2019 by LVMH and the house Louis Vuittonwho have chosen the platform to showcase their collections and captivate an influential audience. Other iconic brands, such as Hermès, Dior, Prada, Balenciaga and Courrègeshave followed this trend by exploiting the platform's potential.
Why is the luxury sector interested in LinkedIn?
- A premium, influential audience
With over 1 billion membersLinkedIn has a highly qualified audience, made up of decision-makers, senior executives, entrepreneurs and professionals with high purchasing power. More 30 % of LinkedIn users are interested in fashiona much higher figure than on other social networks. - Key buying moments
According to a LinkedIn study, 67 % of luxury purchases occur after a professional promotion or change of position. Brands can target these moments with the "Career Changersa feature that identifies users going through professional transitions. - An exclusive, secure format
LinkedIn offers a brand-safe environmentwhere brands can communicate without fear of being associated with inappropriate content. Unlike Instagram or TikTokwhere the image takes precedence, LinkedIn focuses on quality content and intellectual interactionThis is particularly attractive to luxury brands seeking to preserve their prestige.
Innovative advertising campaigns for luxury goods
Visit luxury on LinkedIn is not limited to classic publications. The platform offers premium and interactive advertising formats that allow brands to showcase their collections and optimize the impact of their luxury fashion shows on LinkedIn.
New functions exploited by luxury brands
- LinkedIn Live the ideal tool for transmitting luxury fashion shows on LinkedIn live. It reaches a global audience and creates a truly immersive experience around the collections.
- Thought Leader Ads a format that allows influencers in the luxury industry promote engaging content. These ads generate 2.3 times more clicks than conventional advertising.
- Wire Program an initiative enabling luxury brands to partner with trusted publishers such as Bloomberg or Reuters to reinforce their image and brand awareness. This format has recently been adopted by Cartier.
- Live Event Ads These ads are designed to maximize the impact of live events by targeting specific audiences based on their geographical location or sector of activity.
Examples of successful campaigns
- Louis Vuitton a pioneer in the distribution of luxury fashion shows on LinkedInThe company has leveraged the platform to create engaging campaigns around its collections.
- Dior and Hermès In the last few years, we've seen some of the world's leading brands adopt premium content strategies, with immersive videos and exclusive interviews with their creators.
- Balenciaga always avant-garde, the company has explored virtual fashion shows on LinkedIn by integrating interactive elements and unique digital experiences.
LinkedIn, a strategic lever for the fashion and luxury industries
The interest of fashion houses for LinkedIn is not limited to luxury fashion shows on LinkedIn. Many brands also use the platform to strengthen their brandingrecruit talent and establish strategic collaborations.
Why is this trend set to intensify?
- The rise of digital in luxury
Since the pandemic, brands have had to reinvent the way they present their collections. Visit Fashion Weeks are now accompanied by integrated digital strategies where LinkedIn plays a central role. - A need for authenticity and exclusivity
Unlike mainstream social networks, where over-solicited advertising can damage a brand's image, LinkedIn offers a more subtle and exclusive approach, suited to the world of luxury. - Global growth opportunities
With a strong presence in the United States, Europe and Asia, LinkedIn enables brands to reach wealthy customers on several continents, facilitating the expansion of luxury fashion shows on LinkedIn.
Our opinion
The rise of luxury fashion shows on LinkedIn shows that the social network has gone beyond its initial role as a professional networking platform. It is becoming a veritable hub of influence for high-end brandswho operate its premium audience and innovative advertising tools.
As the world of luxury constantly seeks to to reinvent itself and captivate demanding customersLinkedIn has established itself as an essential channel. By combining live events, exclusive content and precise targetingthe fashion houses redefine their digital strategy and exploit a new stage for their collections.
The future of luxury on LinkedIn looks radiant. Will next year's Paris Fashion Week bring us even more broadcasts and digital innovations on the platform? To be continued.
ValueYourNetworkan expert in influence marketing since 2016, supports luxury brands in their digital strategy and influencer campaigns on LinkedIn and other premium platforms, contact us to find out more !