Social media and luxury brands...

[LUXXX]

There have only been very, very few *luxury* brands who have had success with social media and the one that comes to mind immediately is Oscar de la Renta. @OscarPRGirl and all her other avenues through Tumblr, Pinterest, Vimeo, Instagram, etc...have really revolutionized that world. But few other lux brands have jumped on board to do similar things, probably because they want to keep things exclusive.

I know CHANEL would have great success if they did something similar.

 

[fashionista-ta]

Oh ok, it was a different article, but I do believe this can tie into this discussion.

My first thought was that that article is the dumbest, most specious thing I've ever read. But then, I'm not on Facebook.

The natural conclusion to draw would be that the best way to increase the success of lifestyle brands would be to cut off all other avenues for self-expression. Hmmm, is this for real ... is this why China has been such a great market for luxury??

I take every opportunity for self-expression, and I am also fairly brand-loyal. I am loyal to a brand if the brand is loyal to my values and/or aesthetic, or if it just works for me, not because in buying it I feel that I'm hitching my wagon to a star. I just don't identify with what this article says in the very least. Is he full of it, or am I that far out of the mainstream?