Facebook has just broadcast its third episode of a series of webinars called “Luxury Perspective Webinars”*.

This time, the focus was about “Luxury Holiday in Retail’s Next Normal”. A tremendously important season for luxury brands, as literally all of them aim to score high figures to compensate COVID-19 blackhole. A hope that is backed-up by strong expectations: 85% of luxury shoppers research gift for…themselves across the Christmas period while hyperlocal strategies will be crucial as travel is still going to be a big issue in the coming months.

Self-gifting as a new antidote to depression? Data demonstrate it. …

Facebook has just launched a series of webinars called “Luxury Perspective Webinars”, providing good insights and tips for luxury professionals and brands. In this shaky Covid-19 era, the data and recommendations from the Social Network were highly expected. The webinar mostly focused on the “paid social” part of social media.

Morin Oluwole, Global Head of Luxury, Facebook & Instagram, Jean-Marc Bellaiche, CSO ContentSquare, and Violaine Gressier, Global Industry Manager, Luxury & Beauty for Facebook, Instagram, Messenger & WhatsApp, led the first episode of these webinars named “How Luxury Brands Can Embrace a Successful Ecommerce Strategy”.

1- Unprecedented — and unleashed — digital behaviors, opening the Pandora box for e-commerce growth

Jean-Marc Bellaiche reminded us that…

In 2010, Malcom Gladwell wrote an op-ed for The New Yorker, Small Change, why the revolution will not be tweeted, which is extremely relevant in the era of Covid-19 for brands and marketers.

In his well-documented article, Gladwell opposed weak-tie connections and strong-tie connections and applies this filter to various activism cases… and debunks the myths of social networks as a magic upgrade for activism (quoting Clay Shirky’s Here Comes Everybody).

“But it is simply a form of organizing which favors the weak-tie connections that give us access to information over the strong-tie connections that help us persevere in the…

Our social media-fueled world is a strange antechamber; influencers, once a title you had to earn, has become a word you can add to your Instagram bio.

The obsession for problem-solving ideology found a pragmatic equation for marketers in a hurry: the “lifestyle influencers”, the “professional influencers” and their agents, representatives, networks, promise to match their supposed influence with real money coming from brands, organizations, in desperate needs of ‘influence’ for their campaigns.

The reality is obviously far more complex. Influence cannot be bought, whatever is claimed, whereas influencers marketing is expected to represent an $8.5 billion market, this year.

As any hackneyed notion, there is a dangerous noise and growing aggressivity against so-called “influencers”.

In 2005 and 2006, Facebook and Twitter took over the communication — and the human — world by storm.Most of the American and European social media specialists who emerged at that time started to develop some first rules, which would highly impact the way content (and community) is approached. However, this balance needs to be entirely thought again.


The social usages which are emerging no longer happen first on Facebook, Instagram or Twitter. They happen in China, through a wide versatility of features shaped or ignited by WeChat, Douyin, Weibo and the versatility of booming networks. And they influence —…

Last week, I had the opportunity to be a coach for the 9th edition of Big Picture. Big Picture is a week of creative work which brings together students from IFM (Institut Français de la Mode) and ESCP Europe. These promising talents are tasked with developing a concept and producing a video in less than a week related to a key topic provided by L’Oréal.

This year, the amazing Irene Garcia Turcan, International Digital Transformation Director and Diane Hecquet, Digital Transformation Manager for Yves Saint Laurent led the charge. …

Remember this old ad you liked from one of your favorite brands? And this strange feeling to not find anything anymore online. This frustration is not simply a missed opportunity for the brand to deliver a nice content to an old fan: it potentially reveals one of the biggest threats to its equity in the long-run.

Digital footprints don’t last forever, after all, for brands

It is insane: social media content, digital experience which occured a couple of years ago are no longer available, reachable through their owners’ ecosystem.

As amateur digital archeologists, super-fans might find footprints through old blog posts, or thanks to forsaken & outdated profiles (as long as these vestige social networks pay for their servers…): but for how long? …

Last Tuesday, I had a chance to attend #luxuryforward in Paris. The event, organized by Fashion Capital Partners and Fred & Farid, wanted to mash up analysis from top luxury brands, new shakers, startups and thinkers. A very good day which also demonstrates that the luxury industry is changing a lot, as it’s getting challenged by always more demanding and imaginative customers.

The end of the structural growth and the need for more categories

According to BCG Group, as there’s no new future Chinese customers, luxury market now experiences a new normal: a 2–5% growth expectation vs 8–10% before.

In this context, it’s therefore important to focus on the new customers’ mindset…

Trendspotting technics have evolved thanks to social media.

Identifying signals, consolidating concrete manifestations of new habits and ultimately proving an insight can be pushed to new limits, thanks to the number of elements that people share online.

In a 2013 study, authors Mitchell J. Lovett, Renana Peres and Ron Shachar demonstrated that word-of-mouth drivers were very different in the offline vs online world when it comes to brands, due to the nature of the interactions:

“Offline conversations, which are mostly in one-on-one settings, are more personal and intimate by nature and thus allow people to share emotions such as excitement…

There is a gap of “digital talents” in every bit of business. According to Cap Gemini and the MIT, “77% of companies considered missing digital skills as the key hurdle to their digital transformation” while companies recognized as digital leaders are 26% more profitable than other businesses.

As a digital strategy business, we’re often asked for some help when it comes to recruiting digital specialists for our clients or partners, especially in social media and digital marketing. The truth is, there is no absolute truth nor one single sweet-spot to chase these talents. Our experience has led us to few…

Laurent Francois

Managing partner, 180 (Content). Co-founded Re-Up agency. Creative strategy, social media, luxury.

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