LUXURYGOODS COMPANIES SHIFT FOCUS FROM PRINT TO DIGITAL

According to a report conducted by Exane Bnp Paribas, global luxurygoods companies are increasingly shifting their focus, and ad budgets, from print to digital via social media outlets. Without question Instagram leads the pack. Designers choose the image-centric app because it fuels engagement and buzz with its followers, especially in terms of likes and comments. The study highlights how the top brands to catalyze traffic include Michael Kors, Chanel, Louis Vuitton, Dior, Dolce&Gabbana, Gucci, Tiffany, Prada and Burberry. In a similar trend, the idea of using WhatsApp to send out breaking news alerts is also picking up steam. After The Huffington Post and BBC, British Vogue has jumped on the bandwagon and during New York Fashion Week sent the latest runway looks and fashion news to followers’ phones. The type of content ranges from the appointment of a new creative director to red-carpet dressing at the Oscars.