Social Media

Leader Advocacy & Luxury Industries

UNVEILING THE VOICES OF LUXURY : A COMPREHENSIVE ANALYSIS OF LUXURY INDUSTRY LEADERS' LINKEDIN COMMUNICATION STRATEGIES

Discover our latest sector analysis dedicated to the communication of leaders in the luxury industry on social media.

Here’s what you will find in this report:

  • Most influential companies and leaders
  • Ssummary of leaders activity and their publication frequency
  • Key themes and main subjects of their social media communication
  • A style analysis: posture and tone used by leaders
  • Why the luxury industry has such a unique influence potential on social media 

Conducted with the participation of

Logo LinkedIn

"Stay rare and exclusive, not secretive"

The global luxury market is expected to reach a record value of 1,500 billion euros in 2023, driven by growing consumer demand for luxury experiences. In this context of growth, luxury brands face a new challenge: maintaining their exclusivity while adapting to changing consumer expectations.

We are at a turning point in the history of luxury. Its scope is expanding more and more, from goods to services. Paradoxically, its competitive structure is becoming increasingly concentrated. The battle that will play out in the coming years will be exciting: the scope of luxury will continue to expand into areas where the rules of the game will be different, brands will encounter new rivals from other industrial sectors, and will have to compete with ingenuity to stay in the race, make their move to the next level, or survive! Strategy will regain a place of prime importance in this sector.

As the luxury market continues to grow and evolve, brands must find new ways to connect with their audiences and maintain their position as industry leaders.

One key strategy that has emerged in recent years is the use of social media, particularly LinkedIn, by luxury leaders to share their insights and experiences.

In an industry where exclusivity and discretion are often seen as markers of elegance and luxury, the idea of leaders speaking out on social media may seem counterintuitive. However, in today’s digital age, consumers increasingly expect transparency and authenticity from the brands they engage with. By sharing their perspectives on industry trends, sustainability initiatives, and brand values, luxury leaders can build trust and credibility with their audiences.

Of course, this approach must be executed with care and precision. Luxury brands must find a delicate balance between rarity and discretion. While rarity is a marker of luxury, excessive discretion can arouse mistrust and suspicion. Luxury leaders therefore have a key role to play in embodying their brands with authenticity and transparency, while preserving their aura of exclusivity.

When done effectively, luxury leaders’ voices on LinkedIn can be a powerful tool for strengthening brand reputation and building deeper connections with consumers. By sharing unique insights and experiences, leaders can create a sense of exclusivity and intimacy with their followers, while also demonstrating their expertise and thought leadership within the industry.

In summary, as the luxury market continues to grow and evolve, brands must find new ways to maintain their exclusivity and connect with their audiences. By leveraging the power of social media, particularly LinkedIn, luxury leaders can build trust, credibility, and deeper relationships with consumers. While this approach requires careful execution, it represents a unique opportunity for luxury brands to stay ahead of the curve and thrive in an increasingly competitive landscape.

Ioana Erhan,Ioana Erhan, Senior Sales Director France & Italy, LinkedIn Marketing Solutions

Ioana Erhan,Eliott Siegler, CEO & Co-Founder, AmazingContent

A key sector analysis to leverage the potential of leader advocacy in the Luxury Industry and guide your leaders towards a more effective communication strategy on LinkedIn.

Exclusive quantitative data based on the communication of 40 leaders in the Luxury Industry

Our strategic recommandations alongside a qualitative analysis of leaders’ communication 

Methodology

When we conceived this ranking of leaders in the luxury sector, we were committed to establishing an impartial and factual study. Our objective was to prioritize the impact of companies, regardless of the size of their leadership team. Therefore, we chose to perform simple calculations based on data accessible to everyone.

We selected 40 companies in the luxury sector in May 2023. For each leader, we analyzed the LinkedIn profiles of the relevant members and calculated the sum of engagements (comments or replies, reactions or likes, and shares) accumulated on each of their posts, in a completely exhaustive manner. We then established an Influence Score for each of these leaders, which corresponds to the average engagements generated per leader over a period of twelve months.

40

Companies

40

LinkedIn

300

LinkedIn Posts

+180 000

Engagements

Download the full report: Leader Advocacy & Luxury Industries - 2024