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Luxury Fashion Online Conversations: Insights on Consumption Trends

Nov 21, 2023 | Market Intelligence

The luxury fashion industry is known for its vibrancy and significant impact and continually shapes conversations across social media platforms. By analyzing mentions and online behavior, we uncovered exclusive insights into consumer trends and the industry.

In this article, we brought an in-depth analysis of the ongoing discourse surrounding consumer behavior within the luxury fashion industry.

Understanding the Dynamic Fluctuations of the Luxury Fashion Industry

Mention volume is one of the key indicators of what drives conversations among users. During the periods of September 2022 and 2023, we observed three significant peaks warranting further investigation: September and October 2022, December and January 2023, and September 2023.

Mention Volume
Source: Brandwatch

These peaks hint at notable seasonal dynamics, suggesting heightened spending during the fall months of September and October and during the holiday season in December and January, leading to a surge in mentions at the onset of 2023. Subsequently, a gradual decline occurred in the ensuing months, likely due to post-holiday lulls and economic constraints.

It’s essential to maintain awareness of the local and global context when conducting analyses since it provides crucial insights into online consumer behavior and the potential influence of economic factors.

Reaching peaks during the fall of 2022 and 2023, the mention volume of conversations surrounding luxury brands hints at notable seasonal dynamics. These fluctuations offer a window into consumer spending habits, influenced by events like the holiday season and economic trends. Understanding these patterns is crucial for brands aiming to connect with their audience effectively.

Recent economic uncertainties, including inflation and global fiscal policies, have reshaped consumer spending in luxury fashion. Our analysis delves into how these factors influence consumer sentiment, driving a shift towards more conservative spending and impacting luxury fashion purchases.

A closer examination of the content within these mentions reveals the products that dominate consumer discussions. Clothing, bags, and accessories take center stage. With the first one being the most prominent category and alining with brands’ emphasis on clothing in advertising, events, and stores.

According to a 2021 report by Luxury Daily, the global luxury fashion market experienced a significant surge in demand for high-end apparel, with luxury clothing accounting for a substantial portion of overall sales. 

Conversations also touch on topics such as jewelry, shoes, and makeup, even if less frequently. These discussions potentially indicate audience interest and investment opportunities.

Mention Volume by Products
Source: Brandwatch

A study by McKinsey & Company in the same year emphasized the enduring appeal of premium accessories, including bags and other fashion items, which consistently contribute to the revenue of luxury brands. Reinforcing the importance of accessories in shaping consumer preferences and market trends.

In 2022 an analysis by Vogue Business highlighted the steady growth of the luxury footwear market, with an increasing demand for premium shoes among consumers. This reaffirms the significance of shoes within the luxury fashion industry, reflecting the enthusiasm for exclusive and high-quality footwear, which in turn influences luxury brand discussions and consumer behavior.

Top Interests and Professions

Understanding the individuals driving these conversations is essential. Who are they? What are their daily habits and interests? What defines their lives? These questions offer brands insights into their audience, enabling the creation of highly targeted marketing campaigns that resonate with consumers’ preferences and establish stronger connections.

Within the luxury fashion sector, predominant interests include sports, family and parenting, music, books, and games. These diverse interests reach various age groups, allowing luxury brands to explore creative avenues in their marketing efforts.

The connection between sports and fashion, while initially unconventional, has a long history. luxury brands frequently engage in sport-related partnerships. The collaboration between Louis Vuitton and the NBA in 2020 sets a great example.

In 2023 this tendency gained even more momentum, resulting in a large amount of partnerships between luxury brands and athletes. Trends like “Blokecore” exploded online, making luxury brands target athletes as influencers, muses or brand ambassadors.

Notable collaborations include Burberry’s partnership with the soccer-inspired lifestyle brand Able Made, Gucci teaming up with tennis player Jannik Sinner and Prada becoming the official partner of China’s Women’s National Football Team, among others.

Top Interests and Top Professions based on mentions
Source: Brandwatch

An examination of top professions reveals the presence of professionals in fields such as “Artist” and “Journalism,” underscoring the active promotional and media landscape surrounding luxury products. This presence significantly influences discussions and perceptions of luxury goods.

The Most Discussed Brands: Gucci, Louis Vuitton, and Chanel

These three brands have unequivocally dominated online conversations in 2022 and 2023, beating their competitors by far.

Gucci’s resurgence in recent years, under the creative direction of Alessandro Michele, has renewed its brand image by blending eclectic designs with a modern edge. Resonating strongly with millennial and Gen Z consumers.

Simultaneously, Louis Vuitton, with its rich heritage and strategic collaborations with notable artists and designers, has solidified its position as an emblem of sophistication and exclusivity, catering to an audience that values tradition and class.

Dior, on the other hand, continues to draw from its storied past, infusing its collections with an elegant yet contemporary flair. This appeals to those seeking timeless, refined luxury. Collectively, these brands’ distinct yet complementary approaches have propelled them to the forefront of fashion discourse, reflecting their enduring influence and appeal across diverse consumer demographics.7

Mention Volume by Brands
Source: Brandwatch

Generational Influence on Conversations

When it comes to Luxury Fashion, Millennials dominate online conversations. The significant engagement of this generation in this market is influenced by various factors, including their purchasing power. Generation Y, being older and typically having more established careers, takes the lead over Generation Z. They also outperform Generation X since they usually are more active internet users.

Mention Volume by Generation
Source: Brandwatch

Hence, we can assert that Millennials are the primary trendsetters in the luxury market. Their preferences and opinions exert a significant influence on how brands act.

Generation Z has also been emerging as a significant contender. Demonstrating a growing impact on the luxury fashion industry. Their strong emphasis on digital fluency and authenticity positions them as critical drivers of change, steering the conversation toward more innovative and inclusive fashion trends.

While Generation X remains engaged, their relatively lower participation suggests a slightly diminishing influence compared to the younger demographics, highlighting the evolving dynamics and preferences within the luxury fashion sphere.

Brand Mentions by Generation
Source: Brandwatch

Regardless of age, Gucci consistently maintains a high level of interest, indicating its enduring appeal among various demographic segments. Dior’s increasing engagement over time suggests a growing resonance with Generation X, possibly owing to successful marketing campaigns or product innovations tailored to their preferences. Louis Vuitton’s stable engagement reaffirms its enduring popularity and timeless appeal within this demographic.

Balenciaga’s fluctuating engagement may be attributed to the brand’s dynamic and evolving approach, resonating with different segments of Generation X throughout the analyzed period.

Versace and Yves Saint Laurent’s upward trends indicate a rising interest in these brands among Generation X, possibly influenced by successful product launches, collaborations, or cultural relevance.

In contrast, Burberry’s relatively lower engagement signifies the need for potential revitalization to better capture the attention and interest of Generation X consumers.

The Impact of Brand Ambassadors for Luxury Brands

The association of luxury brands with influential public figures has long been a common strategy in the fashion industry.

In recent years, a consistent trend has emerged: numerous luxury brands partnering with K-pop stars. It became even more pronounced in 2022 and 2023, with notable examples like Jennie from the group BlackPink, who went as a Chanel Ambassador at the Met Gala, becoming one of the most discussed topics on the internet.

With the immense global growth of the South Korean pop industry, brands have recognized significant opportunities to expand their audience and generate more online buzz. According to Statista, by December 2022, K-pop was considered very popular worldwide by over 45% of respondents.

Dior highlights Jisoo’s role at the Lady Dior celebration event. She’s a BlackPink member and a global brand ambassador.

This popularity is driven by dedicated fans who actively engage and consume content related to these artists. Once again, the importance of brands staying attuned to online trends becomes evident. The fashion industry has realized that working with these stars can provide various advantages and significantly increase their reach.

Loewe unveils its global ambassador and NCT group member, Taeyong, as the cover star of ELLE magazine

The Complex Interplay of Prestige, Ethics, and Innovation in the Fashion Industry

While some individuals aspire to own luxury items as symbols of success and social status, others express concerns about conspicuous consumption and materialism often associated with the pursuit of luxury goods.

Despite the allure of luxury, there is a growing awareness of ethical and sustainable practices in fashion consumption. References to preferences for pre-owned items and a shift from conspicuous consumption to an appreciation of craftsmanship and quality over ostentatious displays of wealth are evident.

The discourse surrounding luxury fashion underscores the intricate relationship between consumer behavior, societal values, and the evolving dynamics of the fashion industry. It reflects both the aspirational appeal and the critical scrutiny that luxury brands and their consumers face in today’s society. As the conversation around sustainable practices and ethical consumption gains momentum, the luxury fashion industry continues to navigate the delicate balance between opulence, responsibility, and innovation.

So what is the Future of Luxury Fashion?

This industry stands at a juncture shaped by dynamic consumer behaviors, technological advancements and a growing emphasis on sustainability and ethics.

Our analysis reveals a landscape rich with opportunities and challenges. Established brands continue to hold sway, yet emerging labels and digital-first strategies are significantly altering the market dynamics. 

In this era, the key to success lies in understanding and adapting to these evolving trends. Brands must get the delicate balance between heritage and innovation, exclusivity and accessibility, tradition and trendsetting. As digital platforms become increasingly central to marketing strategies, the importance of authentic engagement and storytelling emerges as a crucial differentiator. 

Brands that are agile, customer-centric and value-driven will not only thrive but also redefine the standards of the industry. For marketers, understanding these nuances and leveraging data-driven insights will be essential in crafting strategies that resonate with contemporary consumers and sustain long-term growth.

We have more insights for you!

By blending AI and human intelligence, Loxias harmonizes the strengths of both, delivering comprehensive analyses packed with unique data.

If you found this article insightful, you’ll love to explore our report on three giants of the luxury fashion market: Chanel, Gucci, and Louis Vuitton. Seize the opportunity to expand your knowledge and access information beyond what’s presented here. Leveraging the power of Social Listening and the expertise of our data scientists, we uncover valuable insights from genuine consumer conversations.

Loxias sophisticated tools to identify patterns and trends, such as popular products or brand preferences. If maintaining your company’s positive online reputation is your goal, we can definitely help. All this is made possible through real-time data analytics and monitoring.