High-End Fashion Brands Need to Tap Facebook, FourSquare and Other Social Media to Connect with their Highest-Value Customers
Unity Marketing's latest research highlights the importance of social media in selling luxury fashion brands
What kind of fashion brand customer is influenced by social media, such as Facebook, Twitter, and FourSquare? If you guessed that only students and young adults with minimal budgets to spend on fashion frequent these sites, you might be surprised. And if you are a luxury fashion brand making this assumption, you may be damaging your brand, according to new research on the high-end fashion customers from Unity Marketing.
>> The study, entitled The Fashionable Affluent, gives insights into how affluent consumers shop for fashion, including how social media influences their fashion choices.
While the data does show that young consumers are more likely to use social media, it also gives a very different income and overall demographic profile than one might expect. The research study was headed up by Pam Danziger, president of Unity Marketing and author of the new book,
Putting the Luxe Back in Luxury: How New Consumer Values Are Redefining the Way We Market Luxury.