PICTURE THIS: When it comes to engaging with luxury consumers, it seems that pictures speak louder than words. That’s according to London-based Ledbury Research, which on Wednesday will release its Global Luxury Themes report, with one of the themes titled “The Power of Pictures.” The firm found that during the second half of 2013, luxury brands rushed to engage with consumers on the image-centric sites Instagram and Pinterest. During that time, Burberry launched its first video on Instagram, while Lane Crawford, Aston Martin, Omega and Moët & Chandon all joined the social networking site. Meanwhile, the Four Seasons hotel group launched a new planning service using Pinterest during that time, while Shangri-La Hotels launched an Instagram contest called “Loving the Moment.”
Ledbury Research’s report cites data from Adobe that showed that in the U.K., Pinterest overtook Facebook in terms of referring revenue, or sales generated when a consumer clicks through from a social media site, during the fourth quarter of 2013. In addition, Pinterest’s rate of referring revenue in the U.K. rose 50 percent compared to the previous quarter.
This story first appeared in the February 25, 2014 issue of WWD. Subscribe Today.
Ledbury ranked Louis Vuitton as being the luxury label with the largest number of followers on Instagram, with 1.3 million, followed by Burberry with 1.2 million and Gucci with 1.1 million. In terms of Pinterest, Burberry had the largest number of followers of the luxury brands, with 76,853, while Louis Vuitton had 40,209 and Ralph Lauren 37,651. Ledbury found that of those brands, the images that generate the most likes and re-pins are images of products, as opposed to ambience images of models, runway shows or campaigns. It also noted that two out of three images that attracted the most interest are of shoes.