Luxury brands to take a back seat on Instagram and TikTok in 2024

In 2024, only one luxury brand was among the ten most cited on Instagram in France. TikTok, on the other hand, is largely devoted to fast fashion.

In the merciless world of social networks, where brands compete with each other in their ingenuity to capture the attention of Internet users, luxury is struggling to hold its own against the fast-fashion behemoths. According to a study by the digital marketing agency Kolsquare, which analyzed nearly 2 million influencer accounts, the major fashion houses seem to be lagging behind accessible, trendy brands.

TikTok: the domination of ultra fast fashion

On TikTok, the ranking of the most quoted brands in France reveals a top 3 dominated by Shein, La Boutique Officielle and PrettyLittleThings. Thanks to their collaborations with influencers and low-cost production, these brands monopolize the platform.

Luxury only appears in 11ᵉ place, with Christian Dior, which totals almost 5 million euros of EMV (Earned Media Value) and 883 contents mentioning the brand. A respectable score, but a far cry from Shein, which boasts 23 million euros in EMV and over 6,600 pieces of content.

Instagram: Dior saves the honor of luxury

While TikTok favors fast fashion, the trend is slightly different on Instagram, where we find a mix of accessible brands and high-end retailers.

At the top of the ranking, Sézane crushes the competition with 87 million euros in EMV and over 39,000 pieces of content. The French brand is ahead of Zara and Shein, while Christian Dior climbs to 10ᵉ place with 25 million euros in EMV and almost 16,000 mentions. It is the only luxury house to feature in the top 10.

Behind Dior, other houses such as Louis Vuitton, Lacoste, Jacquemus, Saint Laurent, Gucci, Celine and Hermès appear in the top 50, but remain far from the dominant brands.

A challenge for luxury in the age of social networks

These results highlight a major challenge for luxury brands: how to compete with fast-fashion giants on platforms where spontaneity and ephemeral trends dictate the rules? While some brands, such as Dior, are still managing to make their mark, the bulk of the market seems to be captured by more accessible brands, adept at aggressive, ultra-reactive digital marketing.

Also read: Lanvin Group: sales plummet in 2024