Inside the World of Luxury: Social Media Trends and Competitive Edge Insights

Executive Summary

The luxury industry symbolises the apex of exclusivity and prestige, offering the impression of priority and uniqueness through providing access to limited merchandise, exclusive events, and personalised services. To identify key findings in the luxury industry, Truescope analysed social media posts and discussions across Facebook, Instagram, TikTok, Twitter, LinkedIn, Reddit, and HardwareZone Forum from Nov 17, 2024 - Feb 17, 2025.

Data revealed that Dior garnered the most Mentions (3,044), while Louis Vuitton received the most Social Engagement (20,354,311). The brands were primarily discussed in Instagram (46.2%) and Facebook (38.4%).

Although the brands received mostly neutral sentiments, driven by posts featuring the products and campaigns, it can be noted that positive sentiments were fuelled primarily by features and involvement of celebrities in campaigns, shows, and products. On the other hand, negative mentions were mostly brought about by news of stolen luxury items, quality issues, and perceived product value.

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Peaks & Conversation Drivers: Top Luxury Brands on Social Media

Dior’s Mentions

Dior gained 3,044 Mentions and was widely discussed in Singapore (887), US (221), and Malaysia (154).

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Chanel’s Mentions

Chanel garnered 2,664 Mentions, and was predominantly talked about in Singapore (386), US (383), and Malaysia (134).

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Richemont’s Mentions

Richemont received 2,625 Mentions. Meanwhile, Singapore (203), Indonesia (129), and US (91) were the top countries that discussed the brand.

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Louis Vuitton’s Mentions

LV obtained 2,127 Mentions, and was prominently conversed about in the US (350), Singapore (295), and Malaysia (85).

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Gucci’s Mentions

Gucci gained 1,942 Mentions, and was mostly cited at US (244), Singapore (171), and Malaysia (82).

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Hermes’ Mentions

Hermes acquired a total of 1,649 Mentions, predominantly from Singapore (288), US (272), and the Philippines (74).