In 2025, social media has evolved from a social-networking site to a promotional tool to a pillar of luxury retail strategy. Brands are now navigating a delicate balance between maintaining exclusivity and embracing digital engagement. This dynamic shift is reshaping how luxury brands connect with consumers, blending heritage with modernity in the digital realm, whilst keeping it real and on trend.
The Digital Transformation of Luxury Brands
Historically, luxury brands typically maintained a reserved and even secretive presence, focusing on in-store experiences and selective advertising. However, the rise of platforms like Instagram, TikTok, and YouTube has compelled these brands to adapt. According to Dash Social's 2025 Luxury Industry Benchmark Report, TikTok leads with an average monthly follower growth rate of 8.1%, while Instagram and YouTube follow with 0.6% and 1.8%, respectively. (Source: Dash Social)
This surge in digital engagement has prompted brands to reconsider their strategies, blending traditional luxury elements with contemporary digital engagement.
Engagement Metrics: A New Era of Interaction
Engagement rates have become a pivotal metric for assessing a brand's digital success. For instance, Jacquemus boasts an impressive 2.6% engagement rate on Instagram, nearly double that of its competitors . Similarly, Tommy Hilfiger achieved a 6.64% engagement rate during New York Fashion Week Spring/Summer 2025, highlighting the potential of event-driven digital strategies. (source: Colorful Socks)
As of 2025, the following fashion brands have achieved notable social media engagement rates:
- Jacquemus: Leading on Instagram with an average engagement rate of 2.6%, nearly double that of the second-ranked brand.
- Tommy Hilfiger: Achieved an engagement rate of 6.64% during New York Fashion Week Spring/Summer 2025, significantly higher than the NYFW average.
- Dior: Generated substantial social media buzz, leading to high engagement rates, particularly during Paris Fashion Week Spring/Summer 2025.
- Louis Vuitton: Overtook Dior in digital engagement by leveraging a robust global ambassador program.
- Loewe: Gained traction on platforms like TikTok and Xiaohongshu, contributing to increased engagement.
- Marc Jacobs: Saw a rise in digital engagement through a balanced approach of internet-centric content and traditional branding.
- Chloé: Excelled in digital engagement during the Autumn/Winter 2024 collections.
- Stella McCartney: Noted for strong digital engagement in the Autumn/Winter 2024 collections.
- Piaget: Benefited from online buzz around its 150th anniversary, leading to increased engagement.
- Hublot: Achieved significant engagement on TikTok, with an average of 63,560 likes per video.
These statistics demonstrate a real shift from traditional metrics like follower count to more nuanced indicators of consumer interaction and brand resonance, as audiences seek real interactions and UGC (User Generated Content) over polished ads and overselling.
The Role of Influencers and Content Creators
Influencer partnerships have become integral to luxury marketing strategies. Platforms like TikTok have seen significant engagement through collaborations with influencers, as evidenced by Hublot's average of 63,560 likes per video. These collaborations enable brands to reach younger, digitally native audiences, which creates a shared sense of community and authenticity. (source: Cooler Insights)
Navigating the Balance: Exclusivity vs. Accessibility
Social media has given access to luxury to all, allowing consumers to experience brands virtually, with initiatives like virtual fitting rooms and online access to catwalk shows and exclusive collections. Now that digital engagement offers broader reach, luxury brands face the challenge of maintaining their exclusive image. Brands need to navigate this shift and create a strategic approach to content creation, ensuring that their new digital presence aligns with brand heritage and values. (source: Frnkow)
As we stand at the intersection of luxury and social media, it marks a pivotal moment in the retail industry. Brands that successfully navigate this digital landscape, balancing engagement with exclusivity, will lead in the evolving market and their popularity and sales will rise. As consumer behaviours continue to shift, the fusion of tradition and innovation will continue to define the future of luxury retail.
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