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®).
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.
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?
For luxury brands, this means less risk, more control and a perfect balance between exclusivity and reach.
Not every creator is the same - and especially in the luxury segment, the choice is crucial. Here are a few secrets to success:
👉 Get the report here now: Instagram Influencer Benchmark Report (2021-24)
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.