What: Luxury brands are adapting to the evolving digital landscape by leveraging lo-fi content, meme culture, and social commerce, as highlighted in the latest Vogue Business Index.

Why it is important: This shift is crucial for luxury brands to maintain relevance and engagement in a market dominated by platforms like TikTok, where lo-fi content and social commerce are gaining traction.

The latest Vogue Business Index shows significant changes in how luxury brands engage digitally. Louis Vuitton has overtaken Dior in digital engagement by leveraging global ambassadors and viral content. Smaller brands like Loewe and Marc Jacobs are gaining traction on TikTok and other social media platforms by balancing lo-fi, internet-coded content with traditional high-fashion efforts.

Social commerce is also emerging as a key area, particularly in Western markets. Despite low adoption rates, platforms like TikTok Shop offer opportunities for resale and direct purchasing. In China, social commerce is well-established, with many luxury consumers already purchasing secondhand luxury items through social media.

The integration of AI tools is assisting brands in navigating the complex social media landscape, though it raises privacy concerns. Brands like Loewe and Marc Jacobs are successfully balancing engagement with social media trends while maintaining their high-fashion status.

Lo-fi content and social commerce drive digital success for luxury brands