The advent of social media has revolutionised consumer interactions with brands. Essentially, social media has bolstered the geographical reach of word-of-mouth advertising and widened its audience. But what are the implications of this for the luxury fashion industry, which has long been characterised by exclusivity and elitism? Moreover, with social media going nowhere, what insight does it offer into the future of the industry?



In short, social media has democratised the luxury fashion industry. Long-gone are the days in which runway shows were witnessed by a small, select audience within the confines of its venue. Nowadays, brands can livestream shows to an audience of millions on their website, Facebook and Instagram – the platform which Exane BNP Paribas claims is “by far the most relevant social platform for luxury brands”. Instagram facilitates the sharing of snapshot imagery, backstage footage and live streamed content to captivate audiences. Offering this authentic insight i…