Influencing what?
I've been pondering the role of social media influencers within the luxury market. While I admire their ability to create engaging short-form video content, I question the extent of their influence on actual purchasing decisions for high-end items.
It seems more impactful when a brand collaborates with established professionals in their field, someone like Roger Federer for Rolex. His long-standing success and reputation genuinely resonate and likely hold sway over consumers' luxury choices.
The current trend of inviting influencers to exclusive events, such as novelty launches, seems misdirected. These occasions should ideally cater to established and new collectors, as they are the ones who truly invest in these luxury goods. While the social media content generated from these influencer visits might appear impressive, I doubt it's the primary driver of sales.
There's a risk that by consistently prioritizing influencers over their loyal collector base, luxury brands may inadvertently alienate the very customers who sustain them. It's crucial to remember that luxury items are discretionary purchases, driven by desire rather than necessity.
Share
Read more
Souscription
It strikes me that Breguet, despite its profound historical importance in horology, hasn't garnered the collector attention it deserves for some time. However, I believe the new Classique Souscript...
Size matters..
The question of size certainly sparks debate, especially when it comes to watches. While it might not always be a critical factor in other areas, watch collectors often have strong preferences for ...
Leave a comment
This site is protected by hCaptcha and the hCaptcha Privacy Policy and Terms of Service apply.