The pandemic has forced luxury goods companies to use social media, video and virtual showrooms to woo their wealthy customers in Europe when tourists, especially from China, have been absent for more than a year.
Surging sales at Louis Vuitton and Dior helped French luxury giant LVMH make a very strong start to 2021, with overall revenues returning to growth in the first quarter despite new coronavirus lockdowns in Europe.
Bottega Veneta took its social media distancing position to a new level of aloofness this weekend, when it announced that it had staged a secret show in Berlin nightclub Berghain, while not releasing images of the event.
In the last year, the luxury industry’s digitalisation process has accelerated at all levels, radically transforming the labels’ relationship with the public, as shown recently by Bottega Veneta, Versace and Balmain.
The Hermès Birkin bag is the most Instagrammed designer bag with over 5.9 million posts, a new study has shown. And Hermès also scores strongly with its Kelly bag as that’s in second place with 5.45 million+ posts.