Inside the World of Luxury: Social Media Trends and Competitive Edge Insights (Part 2)

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Riding the Highs: Engagement Drives in Luxury Brand Conversations

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Dior’s Social Engagement

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Chanel’s Social Engagement

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Richemont’s Social Engagement

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Louis Vuitton’s Social Engagement

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Gucci’s Social Engagement

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Hermes’ Social Engagement

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Sentiment Analysis Around the Brands

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Sentiment Analysis

Although the brands received mostly neutral sentiments fuelled by posts featuring the products and campaigns, they also receive positive, mixed, and negative mentions.

Dior’s positive mentions were driven by BLACKPINK’s Jisoo attending the Spring/Summer 2025 Haute Couture shows, flooding the comments with heart emojis. Mixed mentions stemmed from an advertisement from Hwa Chong International School (HCIS) featuring a model wearing Dior sneakers, with some questioning the alignment between luxury and the school’s scholarship programme. Negative mentions were due to an alleged quality issue where a woman claimed that Dior refused to replace her stained shirt, with netizens remarking that there are other brands that sell more affordable clothing.

Positive sentiments for Chanel predominantly stemmed from BLACKPINK’s Jennie attending the Spring/Summer 2025 Haute Couture show, with netizens leaving heart emojis under the post. Mixed sentiments may be attributed to enquiries about Chanel’s direction in the watchmaking industry,. On the other hand, negative sentiments were due to a forum post questioning the hype behind the Chanel bags. Some opined that it was a status symbol, while others echoed the original poster’s sentiment.

Richemont’s positive feedback was predominantly due to British actor David Jonsson wearing the Cloche de Cartier skeleton watch in the 78th Annual British Academy Film Awards. Mixed feedback can be attributed to Richemont being mentioned as a significant part of the Switzerland stock market. Negative sentiments were fuelled by two men allegedly stealing a Cartier Roadster watch.

Television personality Martha Stewart’s visit to the Le Café Louis Vuitton garnered positive sentiments, with netizens commenting heart and fire emojis. On the other hand, the Louis Vuitton x Murakami Singapore Pop-up Store gained mixed reviews, some commented heart emojis, while others questioned the location of the store and its ability to withstand large numbers of people. Negative sentiments were largely due to a Delta passenger losing an LV clutch and Chanel bag from a checked luggage, with netizens highlighting the cost of the designer bags, and the importance of keeping valuable items in a close at hand.

Gucci’s positive mentions were fuelled primarily by the Gucci Gift Collection showcased by Thai brand ambassadorsDavika “Mai” Hoorne and Kanawut “Gulf” Traipipattanapong, among others. Meanwhile on a forum discussion, netizens displayed mixed sentiments towards designer items, with some expressing weariness towards the cost, designs, and quality, while others opined that they preferred to buy second-hand. Negative mentions were due to a Chinese milk tea chain staff allegedly tampering with a lucky draw to win luxury items, including a Gucci bag.

Positive sentiments stemmed from favourable mentions of Hermes being associated with self-expression and individuality, largely due to British-French actress Jane Birkin. Mixed sentiments can be attributed to a post about the Birkin bags’ exclusivity, with some highlighting the high cost. Negative sentiments were due to discovered stolen items hidden in the bushes, including 12 Hermès handbags.