“Give a girl the right shoes and she can conquer the world”
Luxury Brand Social Media Marketing at Christian Louboutin
Louboutin is probably the most famous luxury shoes brand around the world. It was created in 1992, by the french designer Christian Louboutin. The brand is defined by its red sole, it is its signature.
Christian Louboutin opened his first boutique in Paris and quickly became known by everyone. Shortly after the first boutique’s opening, Anna Wintour published two articles about Louboutin in Vogue USA. It helped the brand become known worldwide. Caroline de Monaco was one of his first client.
The « made in Italy » heels quickly became status symbols, and started being seen at every celebrities’ foots (Blake Lively, Lady Gaga, Beyoncé, Nicole Kidman, Sarah Jessica Parker…). The famed red sole became a constant on red carpets, at fashion shows, and at luxury events. It signifies more than a brand, it resonates with wealth, style, and excess.
In this context, and with the evolution of technologies, Louboutin took advantage of the new technologies, and has built a real connected network online.
Louboutin created a unique #hashtag (#Louboutinworld) to be used on every social media, by consumers or for their own posts, allowing the brand to deal with social media with consistency. This way, users know exactly what to use when sharing about the brand.
Their official pages are directly accessible from their online website. They even created a mobile device application, Louboutinize, that allows customers who want to show off their pricey shoewear to take pictures, apply filters and share them directly on Facebook, Instagram and Twitter.
This mobile application and their strong community sharing pictures of their purchases allows the brand to use their subscribers content: they can repost on the brand’s accounts by giving users credit when it is due and encouraging them to upload high quality images that may be featured on the corporate account.
Since January 2015, Louboutin’s social media team took a new initiave: all content shared on Facebook, Instagram and Twitter are now seen on Louboutin’s website.
This initiative makes users feel like Christian Louboutin cares about them, and recognize them as individuals, something that all brands should aspire to on social media.
Social media approach is all about lifestyle marketing and branding. Louboutin is using this approach in a very interesting way, because they focus on a luxury way of life. Thanks to their online presence, consumers feel personally connected to Louboutin.
They are not juste selling shoes, they are also selling a lifestyle, characterized by luxury, travel, extravagance and beauty. When looking at their pictures, you instantly want to be a part of this brand, and share the same lifestyle.
Their publications and pictures are covering various topics such as men’s and women’s shoes, new products, and recently, the new original nail polish the brand created. Being able to show to current and potential consumers various aspects of their brand is developing a strong brand membership, but also make the brand accessible to all, even if they are not all able to purchase the shoes. It makes them feel that one day they could have their own Louboutins.
As stated on their website, Louboutin sees #LouboutinWorld as “an opportunity to share excitement with all of his fans celebrating their love for everything from his sculptural stilettoes or handcrafted leather goods to their Louboutin manicures, and insists this is just the beginning.”
This post was created as part of the Global Luxury Management Program at the NC State Poole School of Management.
