Do you think social media has made luxury more accessible, or has it instead reinforced its exclusivity?

 

Luxury brands and groups have significantly invested in social media in recent years—not just on traditional platforms like Instagram but also on TikTok. I believe they have successfully reached a younger audience while maintaining their prestige. Nearly all luxury brands are now active on at least one platform, boasting strong followings and high engagement rates.

 

Luxury is a topic that captivates internet users. While Instagram remains the top platform for brand engagement, luxury brands are expanding to other channels like TikTok, adopting its unique codes. Loewe, for example, has developed an exceptionally strong TikTok strategy that aligns perfectly with the platform’s DNA. This approach helps make the industry more accessible to Gen Z—and soon, Gen Alpha.

Social media is constantly evolving. How can brands adapt their strategy to stay in line with new trends while preserving the corporate image of a luxury group?

 

Constant monitoring of social media trends is essential to stay relevant and offer content that resonates with our communities’ expectations. We tailor the content we share on our platforms to current trends and best practices, particularly on TikTok, where the content tends to be the furthest from traditional luxury and corporate communication codes. However, the content we share on our channels must align with the overall communication strategy, not the other way around. The brand’s image and reputation come first.

 

At LVMH, which platforms are the most important for communication? Is the tone and messaging adapted to each social media channel?

At LVMH, we are active on eight platforms, including those in Asia. We firmly believe that corporate messaging can—and should—be adapted to each platform. While LinkedIn and Instagram are our primary audience hubs, our strategy is to differentiate our content and messaging across each channel. Beyond the unique identity of each social network, cultural and geographical nuances must also be considered. For example, the content we share on TikTok will never be the same as what we publish on WeChat.


LinkedIn is often used to build employer branding and attract talent. How can this platform be leveraged to reflect the values of a luxury group while enhancing its appeal as an employer?

 

 

At LVMH, our LinkedIn communication focuses on promoting employer branding and corporate news while showcasing our houses through the lens of our commitments. We firmly believe that sharing content about fashion shows, collections, and events on LinkedIn is relevant and contributes to our employer brand—provided the messaging is tailored to the platform and aligned with our audience’s expectations.

 

TikTok’s algorithm and format typically favour viral and spontaneous content. How can a luxury group’s corporate identity be integrated into its TikTok strategy?

TikTok is a unique platform with its own codes and communities, quite different from traditional luxury standards. However, we firmly believe that a group like LVMH has a rightful place on it, and the growth statistics of our account confirm this. It is entirely possible to create viral content that aligns with TikTok’s DNA while maintaining a corporate dimension. Sharing the craftsmanship of our Maisons, highlighting our commitments, and showcasing the variety of roles within a group like LVMH—these are the things we focus on with content that is 100% conceived and created by our teams.

How does the LVMH group use data to refine its social media strategy? What are the main uses (trend detection, performance analysis, crisis communication, etc.)?

 

It has become impossible to implement and manage a social media strategy without data. We use various tools to analyse our performance and develop tailored strategies. Additionally, data helps us detect early signals that could lead to a reputational crisis or allows us to closely analyse crises and controversies that affect us. Relying on quantitative indicators in these situations often provides perspective and offers valuable points of comparison. Data is frequently a source of "reassurance" during a crisis, helping us make the most appropriate decisions.

How should social media crises be managed? What are the key indicators to consider?

Managing crises on social media starts with effective monitoring. If a controversy is not detected in time, it can quickly escalate into a major reputational crisis. Analyzing the situation, responding swiftly, and appropriately are key to crisis management.

I don’t believe it’s possible to rely on just one or a few indicators. Of course, we can look at the volume of mentions, reach, and engagement, but every crisis is unique and requires both quantitative and qualitative analysis. This is why I’m convinced that AI can never replace human analysis in a crisis situation. Mapping analysis is also an effective way to manage a crisis, as it provides a broader view of the communities involved and often confirms our intuitions.