{"id":156665,"date":"2025-03-03T10:44:12","date_gmt":"2025-03-03T10:44:12","guid":{"rendered":"https:\/\/www.parisselectbook.com\/2025\/03\/03\/luxury-brands-to-take-a-back-seat-on-instagram-and-tiktok-in-2024\/"},"modified":"2025-03-03T14:40:55","modified_gmt":"2025-03-03T14:40:55","slug":"luxury-brands-to-take-a-back-seat-on-instagram-and-tiktok-in-2024","status":"publish","type":"post","link":"https:\/\/www.parisselectbook.com\/en\/2025\/03\/03\/luxury-brands-to-take-a-back-seat-on-instagram-and-tiktok-in-2024\/","title":{"rendered":"Luxury brands to take a back seat on Instagram and TikTok in 2024"},"content":{"rendered":"\n<p><strong>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. <\/strong><\/p>\n\n<p>In the merciless world of social networks, where brands compete with each other in their ingenuity to capture the attention of Internet users, <strong>luxury is struggling to hold its own<\/strong> against the fast-fashion behemoths. According to a study by the digital marketing agency <strong>Kolsquare<\/strong>, which analyzed nearly <strong>2 million influencer accounts<\/strong>, the major fashion houses seem to be lagging behind accessible, trendy brands. <\/p>\n\n<h2 class=\"wp-block-heading has-text-align-center\"><strong>TikTok: the domination of ultra fast fashion<\/strong><\/h2>\n\n<p>On <strong>TikTok<\/strong>, the ranking of the most quoted brands in France reveals a <strong>top 3 dominated by Shein, La Boutique Officielle and PrettyLittleThings<\/strong>. Thanks to their collaborations with influencers and low-cost production, these brands monopolize the platform. <\/p>\n\n<p><strong>Luxury only appears in 11\u1d49 place<\/strong>, with <strong>Christian Dior<\/strong>, which totals almost <strong>5 million euros of EMV (Earned Media Value)<\/strong> and <strong>883 contents mentioning the brand<\/strong>. A respectable score, but a far cry from Shein, which boasts <strong>23 million euros in EMV and over 6,600 pieces of content<\/strong>. <\/p>\n\n<h2 class=\"wp-block-heading has-text-align-center\"><strong>Instagram: Dior saves the honor of luxury<\/strong><\/h2>\n\n<p>While TikTok favors fast fashion, the trend is slightly different on <strong>Instagram<\/strong>, where we find a <strong>mix of accessible brands and high-end<\/strong> retailers.<\/p>\n\n<p>At the top of the ranking, <strong>S\u00e9zane<\/strong> crushes the competition with <strong>87 million euros in EMV and over 39,000 pieces of content<\/strong>. The French brand is ahead of <strong>Zara and Shein<\/strong>, while <strong>Christian Dior climbs to 10\u1d49 place with 25 million euros in EMV and almost 16,000 mentions<\/strong>. It is <strong>the only luxury house to feature in the top 10<\/strong>.  <\/p>\n\n<p>Behind Dior, other houses such as <strong>Louis Vuitton, Lacoste, Jacquemus, Saint Laurent, Gucci, Celine and Herm\u00e8s<\/strong> appear in the <strong>top 50<\/strong>, but remain far from the dominant brands.<\/p>\n\n<h2 class=\"wp-block-heading has-text-align-center\"><strong>A challenge for luxury in the age of social networks<\/strong><\/h2>\n\n<p>These results highlight a <strong>major challenge for luxury brands<\/strong>: <strong>how to compete with fast-fashion giants on platforms where spontaneity and ephemeral trends dictate the rules?<\/strong> 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.<\/p>\n\n<p>Also read: <a href=\"https:\/\/www.parisselectbook.com\/en\/2025\/03\/03\/lanvin-group-falling-sales-in-2024\/\">Lanvin Group: sales plummet in 2024<\/a> <\/p>\n","protected":false},"excerpt":{"rendered":"<p>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&#8230;<\/p>\n","protected":false},"author":11,"featured_media":156603,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[2996],"tags":[],"quartier":[],"class_list":["post-156665","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business-en"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Luxury brands to take a back seat on Instagram and TikTok in 2024<\/title>\n<meta name=\"description\" content=\"In 2024, only one luxury brand was among the ten most cited on Instagram in France. 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