Dreams, travel, dreams

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A look back at the processes implemented within the luxury sector to adapt to social media and their codes without losing their identity. By embarking on social marketing, luxury brands would find themselves facing several paradoxes. Virality, transparency, ephemerality and mass these are the main axes of social networks which are diametrically opposed to the DNA of the luxury universe. Let's dissect one by one the challenges faced by luxury brands when positioning themselves on social networks.  for luxury brands? Luxury is aimed at a very specific clientele for whom the act of purchasing goes beyond simple need; It’s a very small and easy target.
  
In addition, purchasing luxury products is not a regular activity. Therefore, regular sales are not one of the wedding photo editing service  objectives of luxury brand communication. Social networks in fact constitute a listening and monitoring center for luxury brands to show that they are listening to their target. An average consumer may want to buy a luxury product therefore the brand should take these aspirations into account by positioning itself on social media. Ultimately, social networks are not conversion channels for luxury brands but a tool to work on their image and reputation with a demanding clientele.



Luxury digital the dilemma between sharing and inaccessibility Who says social networks says transparency and accessibility. On the other hand, luxury is defined by the culture of secrecy and inaccessibility. In other words, the principle of luxury brands is opposed to the essence of social media it is the source of the paradox that brands face when designing their social media strategies. The solution ? To position themselves on social platforms without losing their identities and without being out of step with the digital context, luxury brands could highlight the dream in their communications.