Of all the obstacles that luxury fashion brands have faced due to the encompassing influence of social media, one question has persisted longer than most: how do you solve a problem like millennials?
Life aspirations were once defined by high fashion, which put luxury fashion brands at the epicentre of the youths consumer interest. But with the emergence of social media, life aspirations have been redefined.
Social media has reshaped the youth’s perception of what is aspirational, with individualism prospering over the conspicuous consumerism of generations before them.
A wanderlust Instagram story is perceived as being more likely to inflame a millennial than a new launch from a high fashion label. Sharable experiences have surpassed the desire for something that is tangible and titillating.
However, high fashion has now begun to combat the millennial problem. And the results are there to see.
Gucci has reported that 50% of their sales are to millennial consumers, whilst Yves Saint Laurent’s return of 65% is even larger. Their use of Instagram with the #MeToo movement saw them use high profile influencers wearing their black garments with the viral hashtag.
Through aligning with the “woke” attitudes of millennials, these brands massively increased their popularity among the generation.
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Presenter at the 75th annual @goldenglobes @dakotajohnson wore a #GucciPreFall18 organza
and velvet gown with crystal buckle and crystal embroideries on the train with satin platform sandals. Dakota Johnson’s black dress was in honor of the @TIMESUPNOW movement to support women in every industry who have experienced sexual harassment, assault, or abuse in the workplace. Gucci and @chimeforchange are proud to stand with #TIMESUP as part of the company’s longstanding commitment to the fight for gender equality.
Meanwhile, JW Anderson launched a social campaign which called on photo submissions from budding photographers to get the chance to collaborate with the luxury brand.
This digital inclusivity is disparate from the usual glossy ads. Products would feel teasingly both within reach and out of reach, making them highly desirable. Fashion has now become more relatable, not only as a consumer but also as a collaborator!
SPRING SUMMER 2018 CAMPAIGN
Do you have image fatigue?
Do you have a sharp vision?
Do you want to be part of a new, new wave?
Would you like to photograph our next campaign?
Full details and application at https://t.co/f9g7StFMLV#jwayourpicture #yourpictureourfuture pic.twitter.com/ja7UJV9v4q
— JW ANDERSON (@JW_ANDERSON) February 6, 2018
Balenciaga also ran a disruptive social media campaign with their paparazzi photo shoot. Their satire of paparazzi and tabloid journalism whilst creating the allusion of a social media influencer being harassed was a viral success and, once again, struck a chord with millennials.
With fashion week starting tomorrow, we’re excited to see how these brands will incorporate this spotlight into their social media campaigns and therefore convert more millennials!
2018 looks set to be an even bigger year for influencers and endorsers alike, as well as the rise of the ‘micro-influencer’. If you think an influencer campaign is what your brand needs, then get in touch with us today at firstname.lastname@example.org.