In 2022, 13,700 influencers mentioned brand accounts in the luxury fashion sector, notes Reech. The agency specializing in influence marketing publishes a top 10 luxury brands most mentioned by influencers in 2022.
Dior, I love it! The luxury house was, in 2022, the most mentioned in influencer publications, among fashion brands in the luxury sector, reveals the agency specializing in marketing influence Reech which produced a “top 10” of houses luxury brands. Dior thus recorded 521.2 million impressions (13.8% of the total sum) and 47.2 million engagements (14.7%). Following in this 10 luxury brands most mentioned in influencer publications: Balenciaga, Louis Vuitton, Gucci, Prada and even Céline (see the top 10 below).
For Guillaume Doki-Thonon, CEO and co-founder of Reech, “Dior well deserves its first place in the top luxury brands, given the various collaborations and partnerships that the brand has been able to carry out and put in place. Intelligent and profitable strategic choices which, on the one hand, do not betray the heritage of the house, and on the other hand have invested in a new sector focused on pop-culture compatible with the DNA of 18-34 year olds.
Thus Dior seems to stand out from other brands because of the collaborations carried out with pop-cuture personalities hitherto off the radar of the luxury sector, such as the rappers Travis Scott or Orelsan (production of its stage costumes). Dior explores different playing fields: on the “sport” side, the house is the official dresser of the Paris Saint-Germain team and has entered into a partnership with Nike, for a limited edition of Dior x Air Jordan 1 sneakers; on the pure “influence” side, Dior works with “top influencers” such as Squeezie (for a gaming operation to mark the release of Gran Turismo 7 in 2022) and Lena Situations (under contract with Dior). According to the Launchmetrics algorithm, Lena Situations would have generated an MIV (Media impact value) of $4.72 million for the house of Dior.
Read also: What are the most influential brands in the world?
Instagram, the privileged network of “luxury” influence
In total and across all social networks, more than 13,700 influencers mentioned fashion sector brand accounts in the luxury category, between January 1, 2022 and December 31, 2022. Organic publications are very largely in the majority and represent 93% of the total 104,160 brand mentions over this same period. There were 3.8 billion impressions, 320 million engagements and an average engagement rate of 3.48%.
Instagram (58%) remains the preferred network of influence in terms of impression, even if TikTok (31.5%) is taking up more and more space in the ranking of platforms, notes Reech in his study. 9,248 influencers who spoke on Instagram versus 3,159 on TikTok.
Regarding the typology of influencers who mentioned luxury brands, they are more likely to be nano influencers (32.5% of speeches).
Read also: Birkenstock, Stella Artois, Barbie… The 10 marketing ideas of the week (October 9 to 13)
Top 10 “favorite” luxury fashion brands of influencers
- Louis Vuitton
- Stella McCartney
- Yves Saint Laurent
- jean paul Gaultier
Reech was interested in brands from the world of fashion and more particularly those in luxury that are most mentioned by influencers on social networks (share of voice). This study was carried out using the Reech Benchmark functionality of the Reech Influence Cloud solution, configured to analyze the share of voice of 114 brands in the fashion sector among influencers with a minimum of 5,000 subscribers. The data analyzed comes from social media APIs. The mentions analyzed concern the period from January 1, 2022 to December 31, 2022.