En Belgique, quelles sont les attentes des milléniaux et de la génération Z à l'égard du contenu publié par les marques de mode de luxe sur Instagram?

Abstract

Nowadays, social media represent an important tool in consumer decision-making, as well as in the development and preservation of a relationship between a brand and its customer. However, the mere presence of a company on social networks does not guarantee success. Social media is a challenging field for luxury brands, as it disrupts their traditional business model. Indeed, the main characteristics of the luxury sector are exclusivity, uniqueness, heritage and association with high society, while those of social networks are proximity, interaction and sharing. Many luxury brands are concerned that the proximity created by social media would undermine the prestige and rarity associated with luxury. Nevertheless, most luxury brands currently include social media in their marketing strategies. They implement social media marketing to develop their visibility, a personality and a community for their brand. Furthermore, by 2025, the main consumers of personal luxury goods are expected to be Millennials, representing 45-50% of the market. On the other hand, that same year, Generation Z may reach 10% of this market. Together, Millennials and Generation Z will thus account for more than half of the sales of personal luxury products. In addition, these two generations represent the primary users of social networks. Therefore, Millennials and Generation Z are key segments for luxury fashion brands. Discovering the expectations of luxury consumers of these two generations, regarding the marketing strategies to be applied by luxury fashion brands on Instagram, would bring more knowledge to their managers and to the existing literature. Instagram is a fast-growing social network, gathering millions of daily active users and generating the most user engagement with brands. Moreover, this platform focuses on the visual, a feature that would fit perfectly with the digital strategy of luxury brands.