Follow me: Luxury brands turn to social media to connect with customers
Social media, previously seen as too mass market, has become an increasingly important marketing tool for luxury brands
Luxury brands are increasingly turning to social media in an effort to stay engaged with consumers as well as create new revenue streams, according to a top Facebook executive.
“Generally speaking, the biggest luxury brands are normally the last to innovate – but some of our best work has come from Hermès, Rolex, Porsche, LVMH, Gucci and Chanel as a way to directly connect with customers,” Matt Jacobson, head of market development at Facebook, told the South China Morning Post in an interview on Tuesday during a visit to Hong Kong.
Jacobson, who was the eighth employee to join Facebook, said the risk for luxury brands in using social media is that they will allow themselves to become too “commodified.”
“This idea of brands connecting [more] directly with consumers – that’s a powerful trend,” he said.
“As platforms move to commodify everything, luxury brands need to maintain a high level of customer service, amid a level of aspiration that doesn’t exist for other products.”
Jacobson’s comments come at a tough period for luxury brands and retailers alike, both in Hong Kong and elsewhere.