Nicole
Luxury brands: The pioneers in influencer marketing
Millennials and Generation Z are not only the consumers of the future, but already dominate a significant part of the luxury market today. By 2025, they will account for 70% of buyers in the luxury segment (WHITE Communications). However, traditional advertising is increasingly losing influence - instead, consumers trust authentic recommendations from influencers that inspire and excite them.
With over 30 years of experience, WHITE Communications is a pioneer in luxury marketing. The full-service agency with offices in Munich, Berlin, New York and São Paulo works with renowned clients such as Dolce & Gabbana, Tiffany & Co, Ray-Ban, Bvlgari, Prada, Chanel, Asambeauty, Rolex, Lacoste, Steve Madden, John Lobb and Furla.
WHITE Communications develops innovative strategies that combine excellence and elegance while building lasting relationships with target groups.
Influencer marketing has long been a strategic factor in the luxury segment: 47% of annual budgets for influencer marketing are already over €50,000 (IROIN®).
Best practices: Successful influencer campaigns by luxury brands
The following examples show how luxury brands have achieved extraordinary success with the help of targeted influencer marketing strategies. These best practices are taken from the Influencer Marketing Guide by WHITE Communications, an agency with over 30 years of experience in luxury marketing:
Pepe Jeans: Thanks to a tailored influencer strategy, brand awareness in Germany exceeded the target in just a few months.
Steve Madden: During the pandemic, building a crew of influencers enabled the company to significantly increase shoe sales and position the brand with a high glamor factor. The result: 40% more sales per year and Germany as one of the top 3 countries in e-commerce.
EISENBERG Paris: Successful seeding campaigns and perfectly coordinated influencer collaborations helped to significantly increase brand awareness in the premium segment. The focus on an ideal brand fit ensured authenticity and long-term success.
Efficient influencer campaigns made easy
Choosing the right influencers and managing complex campaigns is a challenge for many luxury brands. This is where the IROIN® Influencer Marketing Suite comes into play. We help brands identify influencers that perfectly match the aesthetics and target group of luxury brands.
How does IROIN® help luxury brands?
- Efficient selection of influencers: Our benchmark report shows that luxury influencers are often affected by a low authenticity of the target group. With a score of 67.12%, the "luxury" category has the lowest authenticity, as the exclusivity of such brands often attracts inactive or mass-following accounts. Our software helps to minimize this risk by analyzing millions of profiles and identifying authentic influencers with high engagement. This avoids fake following and irrelevant audiences to make campaigns efficient and effective.
- Easy management: contracts, content management and performance tracking - everything is managed centrally, saving time and allowing results to be constantly optimized.
For luxury brands, this means less risk, more control and a perfect balance between exclusivity and reach.
What makes a good influencer campaign?
Not every creator is the same - and especially in the luxury segment, the choice is crucial. Here are a few secrets to success:
- Maintain exclusivity: 73% of luxury brands see maintaining exclusivity on social media as a challenge (WHITE Communications). Choosing the right influencers is crucial: not only do they need to have many relevant followers, but they also need to authentically embody the brand's values and aesthetic. The wrong partnerships can damage the brand image.
- Long-term planning instead of quick fixes: A successful campaign needs a clear strategy that is aligned with the brand's goals and needs. Well thought-out planning and a strong network ensure targeted collaborations with measurable success.
- Keeping an eye on ROI : 49% of companies find it difficult to measure the ROI of influencer campaigns (IROIN®) KPIs such as engagement, conversions or brand awareness are essential. With suitable tools such as our Campaigning Feature, success can be analyzed precisely.
- Mastering platform challenges: Algorithm updates affect the reach of many influencers - a problem for 47% of brands(IROIN®). A deep understanding of platform dynamics and strategic content helps to secure reach and visibility.
- Ensure true brand affinity: The best influencers are not just reach stars, but authentic ambassadors who credibly represent brand values. Followers recognize when partnerships are not genuine, which can lead to mistrust.
- Authenticity before quantity: Large follower numbers are no guarantee of success. The decisive factor is a committed community with genuine interest. Authentic content has the greatest impact and creates lasting connections to the brand.
Instagram Influencer Benchmark Report (2021-24)
If you want to dive deeper into the world of influencer marketing, you should definitely check out the Instagram Influencer Benchmark Report (2021-24)! This comprehensive guide from IROIN® offers you exciting insights into:
- Current trends and developments in influencer marketing.
- Detailed benchmarks for engagement rates, reach and ROI
- Practical tips on how brands can optimize their campaigns
👉 Get the report here now: Instagram Influencer Benchmark Report (2021-24)
How luxury brands inspire millennials and Gen Z with influencer marketing
Gen Z and millennials are the "always-on" generation. Instead of being impressed by traditional advertising posters or TV commercials, they spend their time on platforms such as Instagram and TikTok. There, they follow influencers who inspire, motivate and entertain them. This is precisely where luxury brands have the opportunity to reach this target group effectively.
Unobtrusive but present:
While traditional advertising is often disruptive, influencer marketing blends seamlessly into the everyday lives of young consumers. It feels less like a sales tactic and more like an authentic lifestyle recommendation. This makes it particularly attractive to this generation and creates a personal connection to the brand - subtle but effective.