DIGITAL

Surprise: Social Media Is a Highly Qualified Traffic Source for Luxury Brands

by

Yoann Chapel

|

This is the featured image caption
Credit: This is the featured image credit

The WorldWatchReport™ Benchmark has revealed that social traffic has one of the highest purchase intents with 13% of social traffic heading to the store locator. And this is only the beginning; in the past year, social traffic increased by an impressive +76%

Over the last decade, collaborations between luxury brands and contemporary artists have gone beyond mere artistic partnerships towards a new kind of luxury branding.

PARIS – Art and fashion have always developed side by side, for fashion, like art, often gives visual expression to the cultural zeitgeist. During the 1920s, Salvador Dalí created dresses for Coco Chanel and Elsa Schiapparelli. In the 1930s, Ferragamo’s shoes commissioned designs for advertisements from Futurist painter Lucio Venna, while Gianni Versace commissioned works from artists such as Alighiero Boetti and Roy Lichtenstein for the launch of his collections. Yves Saint Laurent’s vast art collection, recently auctioned at Christie’s in Paris, testified to his great love of art and revealed the influence of a variety of artists on his own designs.

In the 1980s, relationships between luxury brands and artists were advanced when Alain Dominique Perrin created the Fondation Cartier. In the Fondation Cartier pour l’Art Contemporain, a book marking the foundation’s 20th anniversary, Perrin says he makes “a connection between all the different sorts of arts, and luxury goods are a kind of art. Luxury goods are handicrafts of art, applied art.”

The Fondation Cartier pour l’Art Contemparain building in Paris

The WorldWatchReport™ Benchmark has revealed that social traffic has one of the highest purchase intents with 13% of social traffic heading to the store locator. And this is only the beginning; in the past year, social traffic increased by an impressive +76%

What impact does Social Media have on selling more luxury watches?

Our analysis shows that among all of the channels of communication employed by luxury brands, social media brings one of the most qualified levels of traffic to a brand website. The WorldWatchReport™ Benchmark indicates that 13% of website traffic from social media platforms will navigate through the store locator, revealing an intent to purchase. And this is only the beginning. In the past year, social traffic increased by an impressive +76%.

While the quality is very high, brands still have work to do when it comes to increasing the quantity of clicks they receive to their website from social media, only at 6% of traffic, but growing quickly thanks to increased budgets and social media investments.

Further insights and consolidated benchmark indicators are available to participating brands and DLG clients, who benefit from a full range of insights, with integration of this unique data set into their global performance measurement framework. To find out more visit: www.worldwatchreport.com

Yoann Chapel
Yoann Chapel

Analytics & Dashboards Project Manager, Luxury Society

Yoann leads Analytics & Dashboards projects at Digital Luxury Group and is passionate about driving ROI for the brands he advises, particularly through defining key performance indicators and measuring digital performance.

DIGITAL

Surprise: Social Media Is a Highly Qualified Traffic Source for Luxury Brands

by

Yoann Chapel

|

This is the featured image caption
Credit : This is the featured image credit

The WorldWatchReport™ Benchmark has revealed that social traffic has one of the highest purchase intents with 13% of social traffic heading to the store locator. And this is only the beginning; in the past year, social traffic increased by an impressive +76%

Over the last decade, collaborations between luxury brands and contemporary artists have gone beyond mere artistic partnerships towards a new kind of luxury branding.

PARIS – Art and fashion have always developed side by side, for fashion, like art, often gives visual expression to the cultural zeitgeist. During the 1920s, Salvador Dalí created dresses for Coco Chanel and Elsa Schiapparelli. In the 1930s, Ferragamo’s shoes commissioned designs for advertisements from Futurist painter Lucio Venna, while Gianni Versace commissioned works from artists such as Alighiero Boetti and Roy Lichtenstein for the launch of his collections. Yves Saint Laurent’s vast art collection, recently auctioned at Christie’s in Paris, testified to his great love of art and revealed the influence of a variety of artists on his own designs.

In the 1980s, relationships between luxury brands and artists were advanced when Alain Dominique Perrin created the Fondation Cartier. In the Fondation Cartier pour l’Art Contemporain, a book marking the foundation’s 20th anniversary, Perrin says he makes “a connection between all the different sorts of arts, and luxury goods are a kind of art. Luxury goods are handicrafts of art, applied art.”

The Fondation Cartier pour l’Art Contemparain building in Paris

The WorldWatchReport™ Benchmark has revealed that social traffic has one of the highest purchase intents with 13% of social traffic heading to the store locator. And this is only the beginning; in the past year, social traffic increased by an impressive +76%

What impact does Social Media have on selling more luxury watches?

Our analysis shows that among all of the channels of communication employed by luxury brands, social media brings one of the most qualified levels of traffic to a brand website. The WorldWatchReport™ Benchmark indicates that 13% of website traffic from social media platforms will navigate through the store locator, revealing an intent to purchase. And this is only the beginning. In the past year, social traffic increased by an impressive +76%.

While the quality is very high, brands still have work to do when it comes to increasing the quantity of clicks they receive to their website from social media, only at 6% of traffic, but growing quickly thanks to increased budgets and social media investments.

Further insights and consolidated benchmark indicators are available to participating brands and DLG clients, who benefit from a full range of insights, with integration of this unique data set into their global performance measurement framework. To find out more visit: www.worldwatchreport.com

Yoann Chapel
Yoann Chapel

Analytics & Dashboards Project Manager, Luxury Society

Yoann leads Analytics & Dashboards projects at Digital Luxury Group and is passionate about driving ROI for the brands he advises, particularly through defining key performance indicators and measuring digital performance.

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