According to James Quarles, the global head of business and brand development at Instagram, luxury brands perform their best when they use the app to highlight the detail of their craftsmanship.
In an interview with the Financial Times, he explained that luxury brands can zoom in on their products to showcase the careful decisions that went into the design.
“Luxury businesses are the best at managing brands of any marketer in the world,” he said. “They understand the story history, the importance of the heritage, the importance of craft, but also the importance of being relevant, and modernity as part of their proposition.”
Many leading luxury brands have embraced Instagram at fashion shows, such as Tommy Hilfiger, which created an “InstaPit”, an area with special seats for social media influencers, to take snaps of the runway.
Marketers can also take advantage of Facebook’s segmentation tools on Instagram, he added. That could help brands to reach different types of luxury audiences, such as Asian consumers.
Source: The Financial Times; Warc.com
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