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Burberry's Christmas 2015 campaign on YouTube has been viewed 12.3m times

Less is more: the social media strategy of luxury brands

Christmas is coming – and luxury brands’ coffers are getting fat. We’re feeling festive so we’re happy to wallow in nostalgia and fantasy. And what’s wrong with that?

Luxury brands do their marketing very differently from everyone else. Whereas for most, social media is a matter of engagement, luxury brands have a different type of relationship with their audience: it’s all about aspiration.

So while an inexpensive fashion brand like (say) George at Asda might be super-chatty and responsive to its audience, Burberry will remain aloof, letting fans and followers do the talking. This is the “velvet rope” approach – discussed in detail in a panel I blogged at London Social Media Week.

This strategy of exclusivity is well-illustrated in a recent report from Brandwatch: Social Insights on the Luxury Fashion Industry. The report analysed more than 200,000 Twitter conversations around luxury fashion brands and found 99.63% of mentions (tweets, replies and retweets) came from consumers, with posts from luxury brands’ Twitter accounts making up just 0.37% of the conversation.

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