Social media is everywhere. And learning how to connect British luxury brands and social media is a great way to stay present in your customers’ everyday lives. Protecting your luxury identity and engaging with digital audiences can be tricky – but it’s worth it.


Millennials are beginning to afford luxury. And together with Generation Z, they’re predicted to make up 45% of the global luxury market by 2025. So it’s more important than ever to understand and engage with them.

In today’s digital world, luxury shoppers engage with brands through multiple channels, which involves a mix of aspirational content, Instagram stories and working with influencers. This kind of digital engagement is driving change in the luxury industry.


“Henrys” (or “High Earners Not Rich Yet”) are people who are not yet wealthy but are still targets for luxury brands. Often hard to please, Henrys want to be wowed with personalized goods and an immersive experience – but they don’t want to break the bank.

However, they make great brand advocates, so platforms like Instagram are a great way to engage and create the kind of experience they’re looking for. Giving them exclusive, behind-the-scenes looks into your brand allow Henrys to feel part of your brand.


Instagram is huge. And luxury global consumers are some of the most influential people on Instagram. They also like to stay relevant and follow 2.5 times as many accounts.

So it’s no surprise that luxury fashion suits Instagram because it propels real action from followers. Joining the social platform isn’t for vanity but rather a huge opportunity for increasing awareness (source: Instagram Luxury Report 2018).

Looking to break into Instagram? Here are the tools your luxury brand will need to know about.


  1. Influencers

Influencers are a great way to connect with Henrys and luxury customers. They make luxury products tangible and accessible, so establishing an official partnership with them is a good way to promote your products. But it’s crucial to make sure that the Instagram community understands when influencers are paid to post content on your behalf. This openness gives you the ability to track insights around partnered posts and builds trust with your fans.

  1. Instagram Stories

Instagram stories play to luxury brands’ storytelling strengths. They highlight visual and instantaneous moments – and there’s a big audience for it. Over 300 million users actively engage with Instagram stories each day, and one-third of the most viewed stories are from businesses.

  1. Shoppable Posts

Shoppable posts on Instagram allow brands to tag products, creating a seamless link between post and purchase. This feature is relatively new, but it’s important to consider how instant shopping might work for your luxury brand.

  1. Hashtags

Hashtags mobilize and create communities on Instagram. Adopting hashtags is one way to go, but brands can also create their own tags for campaigns and encourage followers to do the same.


Line and WeChat are popular social media apps in Japan and China. 77% of all smartphone users in Japan use Line, while WeChat in China has just hit one billion monthly users.

Line is growing in popularity for luxury brands. Louis Vuitton, Fendi, Dior and Prada have all launched on the platform in the past year. Meanwhile, early adopters like Burberry and Coach have been on Line for a while.

Because Line is a messaging app, customers expect a friendly user experience. So you’ll have to make sure your content is properly targeted. There’s also a wide range of strategies that can boost your presence, such as chatbots, exclusive wallpapers and stickers.

In an effort to connect luxury brands and social media, many international luxury brands have also embraced WeChat. It’s a messaging tool, as well, but it allows brands to create a variety of campaigns. WeChat’s Moments feature – which displays videos on users’ timelines – is particularly noteworthy. Marketing on WeChat can be a good investment for your luxury brand.


At first glance, British luxury brands and social media may not seem like a natural pair. But many luxury brands are already engaging with customers and fans online without harming their brand identity. With a well-thought-out strategy, social media can connect you with younger audiences and is a good way to invest in your luxury brand’s future.