Luxury fashion shows on LinkedIn: discover why prestige brands are investing in the social network to maximize the visibility of their collections and reach an influential audience.
All luxury fashion shows on LinkedIn are becoming an unmissable phenomenon. Once reserved for exclusive podiums and broadcasts on specialized channels or on Instagram, these events are now taking on a new dimension thanks to the professional social network. The major luxury houses have understood the interest in exploiting LinkedIn to reach a premium, influential and engaged audience. But why is a business-oriented network becoming a strategic playground for luxury brands? Decoding a trend that is redefining the digital strategies of major fashion houses.
LinkedIn, the platform of choice for luxury
The evolution of the luxury on LinkedIn is dazzling. In just three years, retransmissions of luxury fashion shows on LinkedIn have increased fivefold. This movement was initiated in 2019 by LVMH and the house Louis Vuitton, who have chosen the platform to broadcast their collections and captivate an influential audience. Other iconic brands, such as Hermès, Dior, Prada, Balenciaga and Courrègeshave followed this trend by exploiting the platform's potential.
Why is luxury interested in LinkedIn?
- A premium, influential audience
With over 1 billion members, LinkedIn has a highly qualified audience, made up of decision-makers, senior executives, entrepreneurs and professionals with high purchasing power. More 30 % LinkedIn users are interested in fashion, a figure much higher than on other social networks. - Key moments conducive to purchasing
According to a LinkedIn study, 67 % luxury purchases occur after a job promotion or change of position. Brands can target these moments with the "Career Changers", a feature that identifies users going through career transitions. - An exclusive and secure format
LinkedIn offers a “brand-safe” environment, where brands can communicate without fear of being associated with inappropriate content. Unlike Instagram or TikTok, where the image takes precedence, LinkedIn focuses on quality content and intellectual interaction, which particularly appeals to luxury brands keen to preserve their prestige.
Innovative advertising campaigns for luxury goods
Visit luxury on LinkedIn is not limited to classic publications. The platform offers premium and interactive advertising formats that allow brands to showcase their collections and to optimize the impact of their luxury fashion shows on LinkedIn.
New features exploited by luxury brands
- LinkedIn Live : preferred tool for retransmitting luxury fashion shows on LinkedIn live. It allows you to reach a global audience and create a real immersion around the collections.
- Thought Leader Ads a format that allows influencers of the luxury industry to promote engaging content. These ads generate 2.3 times more clicks than classic advertisements.
- Wire Program : an initiative allowing luxury brands to partner with trusted publishers like Bloomberg or Reuters to strengthen their image and notoriety. This format has recently been adopted by Cartier.
- Live Event Ads : These ads are designed to maximize the impact of live events by targeting specific audiences based on their geographic location or industry.
Examples of successful campaigns
- Louis Vuitton a pioneer in the distribution of luxury fashion shows on LinkedIn, the house was able to exploit the platform to create engaging campaigns around its collections.
- Dior and Hermès : these brands have bet on premium content strategies with immersive videos and exclusive interviews with their
- Balenciaga : always avant-garde, the house has explored the Virtual Fashion Shows on LinkedIn by integrating interactive elements and unique digital experiences.
LinkedIn, a strategic lever for fashion and luxury
The interest of fashion houses for LinkedIn is not limited to luxury fashion shows on LinkedIn. Many brands also use the platform to strengthen their branding, recruit talent and establish strategic collaborations.
Why will this trend intensify?
- A rise in digital power in luxury
Since the pandemic, brands have had to reinventing the way they present their collections. Visit Fashion Weeks are now accompanied by integrated digital strategies where LinkedIn plays a central role. - A need for authenticity and exclusivity
Unlike mainstream social networks, where over-solicitation of advertising can harm brands' image, LinkedIn allows for a more subtle and exclusive approach, tailored to the world of luxury. - Global growth opportunities
With a strong presence in the United States, Europe and Asia, LinkedIn enables brands to reach wealthy clients on several continents, thus facilitating the expansion of luxury fashion shows on LinkedIn.
Our opinion
The rise of luxury fashion shows on LinkedIn demonstrates that the social network is going beyond its initial role as a professional networking platform. It is becoming a real influencer hub for high-end brandswho operate its premium audience and innovative advertising tools.
While the luxury world is constantly seeking to to reinvent itself and captivate a demanding clientele, LinkedIn is establishing itself as an essential channel. By combining live events, exclusive content and precise targetingthe Fashion houses redefine their digital strategy and exploit a new scene for their collections.
The future of luxury on LinkedIn looks radiant. Will the next Paris Fashion Week bring us even more broadcasts and digital innovations on the platform? To be continued.
ValueYourNetworkan expert in influence marketing since 2016, has supported luxury brands in their digital strategy and their influence campaigns on LinkedIn and other premium platforms, contact us to find out more !