The role of influencer marketing in luxury brand strategy

According to an IPSOS study, 86% of Gen Z luxury goods buyers (born between the end of the 1990s and 2010) make online purchasing decisions based on the ratings and comments of influencers. Millenials (born between 1980 and 1995) follow closely behind:  41% of them admit to being influenced online for their luxury purchases. Would you like to combine your mastery of social networks with your passion for the luxury sector? Join the Bachelor Luxe programme at Sup de Luxe and benefit from training that combines tradition and innovation in an international environment. 

Why is influencer marketing essential in the luxury sector?

Creating an exclusive image

The emergence of digital technology has changed the sometimes slightly old-fashioned codes of luxury, and influencer marketing has become an essential lever for reaching new audiences. Luxury plays with the notion of desire: a brand is not just selling a product, but a dream, a lifestyle, an emotion. Unlike traditional advertising, where a brand speaks directly to its audience, influencer marketing is based on a more subtle and far more effective approach: it relies on personalities who are recognised and appreciated by their fans to spread the brand's values and make luxury more accessible.

Luxury brands don't try to be everywhere. They prefer to work with influencers who are well positioned, have a qualified audience and are capable of enhancing their creations. A simple Instagram post by a well-chosen ambassador can have more impact than a traditional advertising campaign.

Reaching out to new customers

Luxury has always been synonymous with heritage and tradition, but it also needs to reinvent itself to appeal to new generations. In this context, influencers are the best ambassadors to speak to Millennials and Gen Z.

These ultra-connected consumers no longer buy a product just for its quality or prestige. They are looking for an emotional connection. Influencer marketing allows them to discover luxury brands from a different angle, through more spontaneous and interactive content: Instagram stories, TikTok videos, capsule collaborations, etc.

Brands like Gucci have clearly understood this by increasing their partnerships with content creators who dare to break the mould, such as Harry Styles or the TikTokeurs mode. In this way, they benefit from a strong digital presence and a more dynamic image, while reaching a new customer base. 

Strategies that work

Choosing the right influencers

In the luxury sector, the choice of influencers is crucial. Unlike mass-market brands, which often focus on quantity (by partnering with a large number of influencers to maximise visibility), luxury brands focus on quality and consistency.

The aim is to partner with personalities who embody the spirit of the brand, while having a committed and qualified community. A good influencer for a luxury house is not necessarily someone with millions of followers, but rather someone who knows how to create authentic, refined and exclusive content.

Hermès works with ultra-selective micro-influencers who produce elegant content that is perfectly aligned with the house's image. Gucci, on the other hand, adopts a more daring strategy by working with influencers whose universe is sometimes offbeat, but always in line with its avant-garde positioning. The aim is for the communication to appear authentic. In contrast, in influencer marketing for more ‘basic’ products, the influencer touts a product without any real involvement, and promotes a new brand every day. 

Collaborations: sponsored content and private events

Once the right influencers are selected, a relevant communication strategy must be implemented to maximise the impact of the collaborations. Luxury brands mainly rely on two approaches.

Firstly, sponsored content, which takes the form of premium storytelling. In luxury, a simple Instagram post is not enough. A story must be told. Fashion houses invest in high-end content: immersive videos, sophisticated photo shoots, interactive digital experiences… everything is done to enhance the product and create a unique experience.

In the world of luxury, the feeling of exclusivity is fundamental. To achieve this, some brands do not hesitate to invite their influencers to ultra-private events, thereby strengthening their connection with the brand while generating exceptional content. One might think, for example, of shows closed to traditional media, where only a few carefully selected influencers are invited (as in Chanel or Balmain’s Haute Couture presentations). Likewise, immersive trips are among the most popular strategies: Cartier regularly organises unique experiences in exotic destinations to present its new collections in a magical setting.

Inspiring examples

Dior and its partnerships

Dior has successfully adapted to the digital age by collaborating with luxury influencers who embody the elegance and refinement of the brand. In 2019, the house appointed Jisoo, member of the K-pop group BLACKPINK, as ambassador of Dior Beauty. This partnership allowed Dior to strengthen its presence in the Asian market and attract a younger clientele, drawn to the modern image conveyed by Jisoo.

Moreover, Dior has innovated by launching campaigns on instant messaging platforms. For example, the brand collaborated with Jisoo to offer an immersive experience via WhatsApp, giving subscribers exclusive access to content related to the launch of the Dior Addict lipstick.

Dior hosted a live on Twitch with Squeezie and the video game “Gran Turismo 7”, presenting a whole collection of virtual items specially designed for the occasion, as well as a vintage sports car dressed in the house’s colours.

Léna Mahfouf, better known as Léna Situations, has also been under contract with Dior for several years. The YouTuber and Instagrammer with millions of followers shows the Dior workshops in her videos, to create a sense of connection and closeness.

Gucci and digital influencers

Gucci has established itself as a pioneer in the use of social media and collaborations with influencers to boost its image. Under the artistic direction of Alessandro Michele, the brand aims to attract a young and diverse audience.

Gucci’s digital strategy relies on a strong online presence, with engaging campaigns and constant interaction with its community. The brand has collaborated with artists like GucciGhost, who reinterpreted its iconic patterns, creating a bridge between urban art and luxury.

In addition, Gucci has invested in innovative technologies such as augmented reality, allowing customers to virtually try on products through their mobile app. This interactive approach strengthens consumer engagement and positions Gucci as a brand at the forefront of innovation.

Measuring impact: between engagement and return on investment

To be effective, influencer marketing must generate real impact, both in terms of engagement and commercial performance. Engagement is a key indicator for measuring success. While past metrics focused solely on the number of views or impressions, brands now analyse more precise indicators, such as engagement rate (likes, comments, shares), interactions (positive, neutral, negative), and time spent on content (stories watched to the end, videos viewed in full).

If a video shared by an influencer generates thousands of enthusiastic comments and massive shares, the impact will be far greater than a simple static post, even if highly viewed. In this spirit, some brands today favour micro-influencers, who have smaller but highly engaged communities. Better to have 10,000 passionate followers than a million passive viewers.

Furthermore, beyond desirability, which is difficult to quantify, some data makes it possible to more precisely assess return on investment, such as traffic generated on the brand’s website after a collaboration, direct sales via affiliate links, or an increase in social media followers. Some brands also use tracked links to measure the exact impact of sponsored posts on interest in a specific product model.

How far will influencer marketing go? With the rise of Live Shopping, augmented reality, and even virtual avatars, tomorrow’s influence may be more immersive than ever. One thing is certain: luxury will continue to evolve, and influencers along with it. So, who knows? Perhaps one day, brands themselves will create collections inspired by influencers…