Luxury brands were relatively slow to experiment with ecommerce livestreaming, but this has changed rapidly since Louis Vuitton launched its first sales-enabled livestream on Xiaohongshu in March 2020.
In the age of digital, this leading fashion brand said goodbye to social media
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In January, Kering-owned Bottega Veneta shut down overnight all of its social media accounts, leading some to believe it was a marketing stunt for their new collection.
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Social media has become an essential part of luxury brand’s online strategy, especially in these unprecedented times. E-commerce doubled its share of the personal luxury goods market last year, growing 11 per cent, and is expected to reach 30 per cent by 2025. Some also believe it will become the primary channel of distribution for luxury goods in the next four years.