In the current era of social media, receiving engagement from national brands no longer holds the same excitement it once did. People have grown weary of brands trying to appear overly familiar, leading to a struggle for brands to adjust their tone and maintain relevance. This shift is particularly challenging for luxury brands, who must appeal to a majority Gen-Z audience on platforms like TikTok while also upholding their traditional authority and seriousness.
Daisy Alioto, CEO of Dirt Media, points out that luxury fashion brands have always adapted to tap into new markets, including forming relationships with the consumer of tomorrow before they have significant buying power. Some brands have managed to successfully navigate this balance between tradition and modernity, such as Marc Jacobs and Loewe. In a recent collaboration with TikTok account Sylvanian Drama, Marc Jacobs created a humorous video featuring Calico Critters engaging in soap opera-like drama, demonstrating a willingness to embrace experimental content that resonates with Gen-Z.
Marc Jacobs also leveraged the viral success of a video featuring a couple dancing to the Tinashe song “Nasty” by getting the couple to recreate the video for them. This shows the brand’s ability to stay relevant and connect with younger consumers through platforms like TikTok. Loewe, on the other hand, has embraced niche internet trends like the “is it cake?” challenge to engage with users. By inviting guests to participate in the “passing the phone” challenge ahead of the 2024 Met Gala, Loewe has demonstrated a willingness to embrace memes and online trends to connect with a younger audience.
Despite their traditional image, luxury brands like Marc Jacobs and Loewe have shown a willingness to adapt to the rapidly changing landscape of social media and engage with younger consumers. By collaborating with experimental creators, leveraging viral trends, and embracing internet challenges, these brands have successfully captured the attention and loyalty of the Gen-Z audience. This shift towards a more modern and relatable social media presence has allowed luxury brands to stay relevant and connect with a new generation of consumers.
These innovative social media strategies have allowed brands like Marc Jacobs and Loewe to not only maintain their authority and seriousness but also establish a connection with younger consumers in a way that feels authentic and engaging. By embracing trends, collaborating with creators, and participating in challenges, luxury brands are able to stay relevant in a constantly evolving digital landscape. This shift towards a more modern and accessible brand image has allowed these labels to tap into new markets and connect with the consumer of tomorrow in a meaningful way.
