1. AN INVESTIGATION IN TO
CONSUMER PERCEPTION
OF LUXURY FASHION
BRANDS ON SOCIAL
MEDIA.
Isabelle Scott
B3017072
BA Hons Public Relations
Module Leader: Julie Gillin
Supervisor: Janette Sykes
Word Count: 6398
CASE STUDY: BALMAIN ON TWITTER

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Acknowledgements
I would like to thank my family for being so supportive, your patience and
understanding over the last three years has been appreciated.
I also express my gratefulness to the kind people of Facebook and Twitter who took
the time out to participate in this research, your time and efforts were greatly
appreciated.
Most of all, I’d like to say a big a thank you to my supervisor Janette Sykes for
putting up with me over the last six months. Your guidance and feedback throughout
this process was immeasurable. I can’t thank you enough.
Isabelle Scott

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Contents
Acknowledgements................................................................................................................. 1
1. Introduction....................................................................................................................... 5
1.1 The aim of the study .....................................................................................................5
1.2 The research questions................................................................................................ 5
2. Literature Review.............................................................................................................. 8
2.1 Using social media .......................................................................................................8
2.2 The luxury fashion industry in relation to social media ................................................ 9
2.3 Defining the term luxury.............................................................................................. 11
3. Methodology.................................................................................................................... 12
3.1 Research method....................................................................................................... 12
3.1.1 Choice of method: web survey................................................................................ 12
3.1.2 Sampling.................................................................................................................. 12
3.1.3 Designing the Survey .............................................................................................. 13
3.1.4 Analysis.................................................................................................................... 14
3.2 Limitations................................................................................................................... 14
4. Findings........................................................................................................................... 15
4.1 Participant demographics and social media use........................................................ 15
4.2 Section 2 – Consumer perception of luxury............................................................... 16
4.2.1 Respondents’ definition of luxury of luxury fashion ................................................ 16
4.2.2 Following brands on social media........................................................................... 17
4.2.3 Consumer opinion: Luxury fashion and traditional media ...................................... 18
4.3 Section 3 – Luxury fashion brands on Twitter............................................................ 19
4.3.1 Consumer’s confidence in a brand on social media ............................................... 19
4.3.2 Social media content of present and future. ........................................................... 20
4.4 Research Conclusion ................................................................................................. 22
5. Discussion....................................................................................................................... 23
6. Conclusion ...................................................................................................................... 25
Bibliography........................................................................................................................... 28
Appendices............................................................................................................................. 31
Appendix 1 – Survey – The role of social media within the luxury fashion industry ....... 31
Appendix 2 – Survey Results: open ended questions ..................................................... 35
Appendix 3 – Table - Glossary of key digital terms ......................................................... 45
Table of Figures..................................................................................................................... 46

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Abstract
Aim: The execution of this research emphasises the need for luxury fashion brands
to utilise Twitter as a platform of communication for consumers. It offers a basic
understanding of what consumers perceive to be luxury brands with a social media
presence, what consumers assume the definition of ‘luxury’ to be and what type of
content entices them to interact with a brand online.
Methods: The research was carried out using quantitative methods in the form of an
online survey. Google Docs, a free online service was used to create a questionnaire
and URL link that can easily be shared on social media channels. The survey was
then distributed to respondents through Twitter and Facebook.
In developing the survey, open-ended and multiple-choice questions were included
alongside conventional check-box questions in order to get a more detailed insight in
to the different attitudes towards luxury that would be given by respondents. The
survey was live for respondents to access for two weeks, during which 30 responses
were collected and deemed valid. They were then analysed according to their
relevance to the theories discussed in the literature review.
Findings: Consumers continue to have a traditional outlook on luxury, associating
luxury fashion products with wealth and status. Having a presence on social media
does not alter this image in the eye of the consumer. Consumers do seek interaction
online and it can be surmised that consumers don’t feel fashion brands are
particularly successful in initiating interactions.
Recommendations: There is potential for further research in developing this study
further. The first step would be to consider further analysis of the survey results and
conducting focus groups with the respondents to gain a more in depth insight in to
their responses.
To add a further element to this study and the future direction of luxury fashion
brands online, take a look at Social Media Optimisation (SMO). Similar to Search
Engine Optimisation (see Appendix 2 for definitions), SMO helps to give brands the
ability to direct traffic from social media sites to the ecommerce sites of the actual
retailers. Investigating the number of direct sales in response to the traffic diversion

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from one site to another would allow researchers to see the number of actual sales
completed due to specific social media posts.
Limitations: In existing literature there is a hole in the research on the particular topic
of social media and luxury fashion brands. A definition of a luxury fashion brand
cannot be clarified. “Despite the fact that many of the dimensions of luxury branding
are identified in the literature, it is unclear whether and how these attributes are
connected.” (Fionda & Moore, 2008, p. 351).

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1. Introduction
The purpose of this chapter is to introduce the topic and outline the research carried
out. The focus of this study is to investigate the relationship between luxury fashion
brands and their use of social media to interact with consumers. As the power of the
internet and the number of people using it continues to grow at a steady pace, there
has been an important adjustment to how consumers want to communicate and
interact with brands. The internet has become a convenient channel amongst
consumers and it’s the luxury brands, that are slow to embrace this new technology
(Okonkwo, 2009).
Luxury goods have always been associated with the more fortunate classes and
luxury consumption came hand in hand with status (Nelissen & Meijers, 2011). Now
luxury products have become more accessible to a wider audience, that no longer
has to be wealthy (Danziger, 2004). Consumers of all ages and social standing now
have the opportunity to access this lifestyle by a simple “like” or “retweet”, rather than
physically having to purchase a piece of the lifestyle (Phan, et al., 2011).
1.1 The aim of the study
The purpose of this study is to investigate the importance of social media and its
relevance to luxury fashion brands and consumers who have an online presence. To
research this topic further, a survey has been constructed using fashion brand
Balmain as a case study, to find out how potential customers and followers perceive
the brand’s online presence alongside gaining an insight in to their social media
habits.
1.2 The research questions
In order to understand the worth social media has to luxury fashion brands and their
consumers, the following question was considered.
 How do consumers perceive the presence of luxury fashion brands on
social media?
To better analyse the research question, three separate questions were constructed
for the research to be implemented effectively.

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 Is using social media the correct way to market and communicate luxury
fashion brands to consumers?
The different social media networks are platforms which allow users to interact with
one another by creating and sharing content. Agichtein, et al. (2008) made the point
that an advantage was held by social media networks, they are a platform where
public opinion can be freely communicated twenty four hours a day, resulting in
information found online becoming more transparent.
Alongside the growing use of smartphones and a constant connection to the online
world, social media is rapidly changing how we communicate. Information posted
online can reach a much wider audience and allow anyone to contribute to a global
discussion. “The development of social media networks has made it feasible for the
customers to speak to thousands of other customers concerning a particular brand
or a company” (Kudeshia & Mittal, 2014).
This tool should not be overlooked, as it is the only opportunity a luxury fashion
brand has to be in direct correspondence with its audience. Traditionally, print
advertising in monthly magazines was a one-way dialogue and feedback couldn’t be
given by consumers. But social media opens this up and is able to make once
inaccessible brands more reachable for people of all social standing (Zmuda, 2011).
 Do luxury fashion brands use social media effectively to attract consumers?
In general, luxury fashion brands are not able to use the same marketing methods as
other brands due to the specifics of the brand; reputation, price points and audience
to name a few. As for communication, luxury fashion brands are not able to adapt
their products to the consumers’ demand in the way high street premium brands
such as Zara and Topshop are able to do.
According to Kapferer & Bastien (2012), luxury brands give priority to their reputation
and more long term strategies. Veering away from their carefully crafted brand
identity would no longer make them unique in comparison to non-luxury brands.
Amongst non-luxury brands, using bloggers to endorse and blogging themselves,
has improved brand rankings in online searches and increased sales. Retailers such
as River Island, Urban Outfitters and others have proven that user reviews and user-
contributed photos or videos of products has increased sales and even caused
products to sell out (Corcoran & Feugere, 2009).

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Becoming social media savvy is a worry for luxury fashion brands, as they fear the
exclusivity that is so closely guarded, may be lost through the transparency that
being effectively active on channels such as Twitter will bring. Morrissey, writing for
media and technology magazine AdWeek, made the point that by visiting “the sites
of major fashion names…you’ll find pretty much the digital equivalent of Vogue, lots
of glossy photos and little in the way of interaction” (2010).
 Does consumer perception of luxury and luxury fashion brands differ?
Peoples’ definition of what luxury actually represents differs dramatically. Many
factors have to be taken in to consideration. For many the term luxury brings a sense
of pleasure and satisfaction to them, helping to build a certain level of social status
the consumer feels they deserve from purchasing the luxury product (Okonkwo,
2010). Luxury is about treating oneself. It may be an impulsive purchase or
calculated, but predominantly functionality and price is second to a certain amount of
hedonistic behaviour (Kapferer & Bastien, 2012).
The competition for the more traditional luxury fashion brands has certainly
increased. New high-end brands and high-street retailers have developed the luxury
product designs and applied them to quick affordable fashion. By borrowing similar
selling techniques in terms of advertising and imagery these premium brands have
the best of both worlds, applying the best of luxury to the social media platform and
doing it well (Cailleux, et al., 2009). Consequently has the line between premium and
luxury been blurred?

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2. Literature Review
2.1 Using social media
The term ‘social media’, is referring to the numerous different channels, used by
Internet users to interact with one another by sharing and exchanging content
through different Web 2.0 communities (Ahlqvist, et al., 2008). These communities;
Facebook, Twitter and Instagram, offer users the ability to share and interact with
content on the web (Agichtein, et al., 2008).
By utilising social media, the luxury fashion industry enables user-generated content
to initiate the conversation between brands and their consumers. The growth of
social media, particularly Twitter, has had a huge impact upon the luxury fashion
industry and has created a two-way conversation where immediate feedback can be
given. According to Sinclaire (2011) consumers are monitoring and developing the
social media channels, and are no longer passive of marketing messages. “As a
result of the widespread growth of online social networking and user-generated
content sites, a shift in the balance of power is occurring” (Sinclaire, 2011, p. 293). In
agreement, an article featured in the Public Relations Review, concluded that “public
relations professionals felt that social media created a platform for open dialogue
with publics that encouraged interaction and raised unexpected topics that helped
strengthen the relationship” between consumer and brand (DiStasio, 2012, p. 513).
The luxury fashion brand Louis Vuitton was at the centre of a study carried out by
Kim and Ko (2010). They looked at the brand’s social media platforms and decided
to measure the content posted against five different categories; “entertainment,
interaction, trendiness, customisation and word-of-mouth” (Kim & Ko, 2010, p. 3).
From this research they were able to conclude that the brand was successfully using
social media to gain the attention of consumers by interacting with them uniquely.
Therefore it is Louis Vuitton who has the power not the consumer as Sinclaire
suggests.
Similar conclusions were made from a study carried out by Saravanakumar and
Lakshmi (2012) focusing on a brand’s ability to survive without using social media.
The study highlighted the importance of using social media to communicate with
consumers because it allowed them to build stronger relationships. However unlike
Kim and Ko (2010) and DiStasio’s (2012) studies, the research published in the Life

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Science Journal (Saravanakumar & Lakshmi, 2012) was able to prove that although
social media allows a brand to interact with consumers, it also opens up a two-way
conversation so that consumers can get involved with the online discussion.
Mangold et al. develops this idea further in the study entitled Social media: The new
hybrid element of the promotion mix (2009). Referring to social media as a tool to
access consumers directly, all at the same time to discuss products and services the
brand may offer. In the article, Mangold et al. (2009) refers to social media as
“consumer-generated media”, a platform of “a variety of new sources of online
information that are created, initiated, circulated and used by consumers intent on
educating each other about products, brands, services, personalities, and issues”
(Blackshaw & Nazzaro, 2006, p. 2)
2.2 The luxury fashion industry in relation to social media
Social media is an essential part of branding and marketing for luxury fashion labels.
Consumers use the channels to invest their time, attention and trust, expecting to
receive more than just the product. In a study carried out by Kaplin and Haenlein,
they concluded that consumers look for experiences and interactions with a
company that is transparent and trustworthy (2010). Noricks was able to develop this
further. The reaction amongst consumers in favour of company transparency has
resulted in the brands moving away from the unobtainable image that luxury fashion
brands were known for, allowing social networking sites to ultimately lead the way to
increased consumer trust (2010).
On the other hand, Atwal and Williams disagree to an extent. Certainly, the brands
have to find new ways to attract consumers than just selling them goods so that a
bond can formed. But the marketing of luxury fashion goods has become a harder
task as the brands have to promote the high quality image and product alongside
selling the exclusive lifestyle that is linked to them (2008, p. 338).
Having an active online presence and incorporating that into the company
communication strategy is not a new concept. In the journal article Exploring the
implication of the Internet for Consumer Marketing (1997), Peterson et al. stated that
“the Internet may provide an efficient medium for accessing, organizing and
communicating information, while Chaffey et al. (2000) focus on the Internet’s

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interactivity potential and on the opportunity to build relationships with individual
consumers”.
Consequently, different social media sites will not share the same quality level of
information and the content shared will vary from greatly interactive to simple
discussions. In conjunction with this information, a certain level of customer service
is also expected, different companies use social media to do this differently (Riley &
Lacroix, 2003). As part of their research for Luxury branding on the Internet: lost
opportunity or impossibility? Riley and Lacroix state that branding rules are the same
online and offline. Seemingly moving from traditional marketing methods to using
online tools is not vastly difficult. Similarly, Binkley believes that social media has a
“marketing promise, obvious for business: it has deep potential as a customer-
service channel for retailers”, requiring little talent to create the reaction and
interaction social media allows (2010). Both pieces of research make complete
opposite conclusions in comparison to the works of Atwal and Williams (2008)
mentioned above.
Nevertheless Okonkwo’s statement “Luxury goods are regarded as sensory in
nature”(2009), relies on the human senses being important when purchasing a
luxury good. In this case, the internet is an unsuitable channel of retailing for luxury
fashion goods. The lack of physical contact with the goods results in a lack of direct
correlation between the number of social media followers and sales. Okonkwo also
clarifies that the Internet is a crucial tool for luxury fashion brands to embrace.
Previous studies by De Chernatony (2001) and Ind & Riondino, (2001) highlight the
importance of including an active social media presence in a brand’s online strategy
and making sure it fits in to the brand’s overall image, by including “perfect
aesthetics” married with exclusivity and high-end quality.
Kapferer on the other hand sees sticking to this particular set of online aesthetics as
being a threat to luxury fashion brands. The availability of brands to consumers who
cannot afford them, makes social media the ideal tool to use as part of a
communication strategy, but by maintaining the luxury image the brand is also
recreating the same problem consumers have with physical designer retail stores;
holding back from entering for fear of being judged . This threat appears to be
generated from the traditional ethos of luxury fashion brands. Where their culture is

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centred round highly selective distribution of goods and less obvious communication
channels (Kapferer & Bastien, 2012).
2.3 Defining the term luxury
What one person describes as luxury could be something ordinary to another
person. The term luxury is becoming obsolete as it is being used to describe
anything and everything (Berry, 1994, p. 3) (Vickers & Renand, 2003, p. 460). These
confusions are reflected in research carried out by Dubois et al. (2001) and Vickers
& Renand (2003), whereas Atwal & Williams are adiment that the debate
surrounding the definition of luxury still ongoing. (2008, p. 338)
Okonkwo states that “luxury has been built on the foundations of certain principles”
and can be perceived as a culture because of the level of services and products that
are provided in the luxury industry, in comparison to everyday consumer goods.
Traditionally luxury was deemed only accessible by those of a high class and status
which just simply isn’t the case of today. The only factor that remains the same is
people’s need to illustrate clearly to others, their position within society (2009).
The word luxury, has many meanings but different theorists suggest, there are
distinct similarities amongst all definitions. Consumer recognition and the craving to
be recognised by others is one of the strongest pulls for consumers of the luxury
fashion industry. Kapferer & Bastien addressed this in an article featured in the
Brand Management journal where they stated “Luxury is in fashion, and the fashion
is for luxury” (2009, p. 1), emphasising the point made by Okonkwo (2009), that
consumers strive for this luxury as the status these products bring is currently “in
fashion”. For that reason, it becomes obvious that luxury fashion brands are
competing against one another for the ability to induce feelings of exclusivity and
luxury amongst consumers (Phau & Prendergast, 2000).

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3. Methodology
3.1 Research method
The chosen method to use for this study is to use a self-completion online survey,
shared on Twitter and Facebook. The purpose of this is because users of these two
sites, Twitter in particular, are the target respondents for the study. It is their attitudes
towards luxury fashion brands’ presence on social media that needs to be
investigated further and will provide the quantitative data that will be collected from
the survey.
3.1.1 Choice of method: web survey
The survey was created using Google Forms. This is a free online service offered by
Google. This application allows users to create a survey, generating an URL link that
can be shared infinitely online, taking respondents directly to the survey. According
to Wright (2005) the internet is the prime location to host and conduct this type of
research as “people regularly participate in discussions about almost every
conceivable issue and interest”.
Focus groups were not considered to be a suitable method for this study because a
difference in perception and collecting individual responses was key to the research
strategy. Therefore discussing this topic in a group would affect the results. With the
target participates being part of an online community the “target population suits an
electronic survey” (Yun & Trumbo, 2000).
The survey is open to be answered by a wide range of people from different social
backgrounds and countries of residence. Therefore a focus group would be difficult
to organise due to the geographical location of respondents. An advantage of using
the Google programme is that not only can it be completed online, but also any
errors that may occur from manually analysing the data can be avoided. This is also
a very time-consuming task to complete manually, similarly so is transcribing a focus
group discussion, therefore Google Forms eliminates this process.
3.1.2 Sampling
The most effective way to collect responses was to share the survey to social media,
particularly Twitter, as a section of the survey requires them to access the Balmain

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Twitter profile. Using both Twitter and Facebook, contacts were invited and
requested to answer and most importantly share the survey to their social media
contacts generating a wider participating audience. Social media is used by a variety
of age groups, consequently this method of research is an example of using random
sampling (Thompson, 2012). This random sampling represents an unbiased
selection of the social media population, particularly since the survey is also
anonymous.
3.1.3 Designing the Survey
From the start is was important to keep the survey as short as possible in order to
gain the maximum number of responses possible. On opening the link, an
introductory message is received by all respondents, outlining the aim of the study.
The survey is organised in to three separate sections: information about the
respondent with general questions on social media use. Secondly, their perception of
luxury fashion brands and opinions on traditional media. Finally, using Balmain as a
case study, their opinions on social media use by luxury fashion brands. The first
section, which includes gender, age and location is designed to investigate whether
a difference in perception amongst consumers was due to these demographics. This
is followed by questions based around their social media use.
The last section of the survey is about the respondent’s opinion and attitudes
towards the Balmain Twitter feed. They are given the link www.twitter.com/Balmain
to access the profile. As this is a public brand profile the participant does not
necessarily have to be logged in to Twitter at the time of the survey, as all content is
still available to view. It is logical to choose Balmain as the case study for the survey
as the brand has a huge social media and celebrity following, as well as very recent
high profile advertising campaign alongside a recent sell-out exclusive collection for
high-street chain H&M in 2015. This section is aimed at highlighting the difference in
opinion over brand image and expectations of consumers.
Open-ended questions were included so that a broader response could be
generated. We can also use this more in-depth data to give the study more validity in
case of a lower than expected response rate.

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3.1.4 Analysis
By conducting an online survey, valid data from 30 respondents was collected. The
survey was closed after two weeks to allow time to analyse the results. Because the
survey was created using Google Forms, an online database, the data was
separated by question making it easy to view each answer both individually and
collectively. Questions such as age, gender and country of residence were ordered
quantifiably. The open questions were dissected and grouped in correspondence to
the words and terms used in the responses.
3.2 Limitations
There are a handful of method limitations that can be associated with using a web
based survey to carry out research. Firstly the number of participants was a lot less
than expected of the study. A small number of responses means the sample is small
and an accurate generalisation of results cannot therefore be made, affecting the
weight of any conclusions made. Nevertheless according to Hill, et al. data collected
from open questions is valuable as the responses have not been constrained
therefore giving the researcher a better insight (1997).
Another limitation of the survey could be that the respondent did not follow the
instructions. In this case it would be clicking the link and being directed to Balmain’s
Twitter feed. The survey was completely anonymous so that a follow-up could not be
made and the participant is unknown. The survey was only online for a limited time
of two weeks, resulting in a relatively small number of respondents participating in
the study. If further research was to be carried out, a period of time to generate more
valid responses is recommended.

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4. Findings
4.1 Participant demographics and social media use
In order to identify the respondents, questions regarding gender, age and country of
residence were used. Among the 30 respondents, 23 were female and 7 were male,
the gender of participants was not analysed further. This sample of 30 respondents
included: 23 aged between 21-29 years old, 3 aged between 30-39 years old, 3 aged
between 40-49 years old, 1 aged over 50 years of age.
In terms of the participants’ country of residence, the majority of the respondents
were from the United Kingdom (90% of the survey respondents), with only 3/30
answering using ‘other’.
Alongside these demographics, question four and five (see Appendix 1) were used
to show how active the respondents are on social media and how likely they are to
use the different channels on a daily basis. The results are shown in Figures 1 and 2
below.
Figure 1: Survey question 4 - How many respondents have Twitter, Facebook and Instagram.

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Figure 2: Survey Question 5 - showing how likelythe respondent was to access social media on an average day. 1 being
extremelyunlikely, 5 being extremelylikely.
The results of question five show a large majority of participants are extremely active
on social media, with 22 of the participants stating they would be extremely likely to
utilise social media on a typical day.
4.2 Section 2 – Consumer perception of luxury
The second section of the survey was designed to analyse participants’ social media
use in regards to luxury fashion brands, alongside their attitudes towards luxury
fashion brands’ online communication strategy.
4.2.1 Respondents’ definition of luxury of luxury fashion
Analysis of the responses to question “describe luxury fashion and what it means to
you.” revealed that “quality” (mentioned by 13 participants) and “expensive”
(mentioned by 14 participants) were the main factors respondents associated with
luxury fashion brands.
“Expensive yet quality, you are getting a piece of high fashion. Usually Chanel
or LV or Versace, names like that I would consider to be luxury fashion.
Unaffordable to most yet obtainable if you work hard enough. Beautiful clothes,
bags and shoes. I relate it to fashion shows, celebrities and parties”
(Respondent 2)

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A small minority of respondents mentioned that luxury fashion brands bring a certain
status to consumers and a feeling of self-satisfaction in owning luxury pieces.
Respondent 9 said that luxury fashion pieces “look good. This would mean that I am
confident in what I am wearing”, similarly Respondent 23 claimed that because “it's
cost you quite a bit of money it does make you feel good.”
4.2.2 Following brands on social media
The majority of respondents didn’t follow any brands on social media. The
participants that do were more likely to follow more than five different brands. The
diagram below illustrates this.
Figure 3: Survey Question7 - a pie chart illustrating the number of luxury fashion brands followed by respondents.
When respondents followed a number of luxury brands on social media, they were
asked to list them. A direct link can be made between those who follow more luxury
fashion brands and the level of luxury of the brand they follow. For example 8/20
respondents followed Chanel, 7/20 followed Burberry and 5/20 followed Louis
Vuitton on social media. Each of those respondents followed three or more brands in
total.

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4.2.3 Consumer opinion: Luxury fashion and traditional media
Questions ten and eleven were used to gather consumers’ opinion on luxury fashion
brands’ use of traditional media outlets such as magazines, television and billboards.
This was to investigate the importance of branding and visuals to the respondents.
From the outset, the answers given focused on the creativity and artistic value of the
promotional material.
“They are nice pictures with nice looking young people in them. Almost like a
fantasy really isn't it. All nice and smiley. I pay more attention to the ones on
the TV. They are like mini movies sometimes usually with a good song to go
with them.” (Respondent 24)
Many of the responses highlighted that traditional forms of promotional material had a
much more luxurious appeal and were able to evoke feelings desire and aspiration
towards the products featured. 4/30 respondents felt they traditional media was more
influential and gave answers similar to the one below.
“Magazine adverts are 'special'…Chanel’s advert is like a film trailer, it’s
aspiring and it almost feels like you can be that person.” (Respondent 12)
The use of traditional media, magazines in particular was a common response, with
10/30 participants responded positively to adverts placed in “high quality” “glossy”
magazines.
“I love picking up a copy of Vogue. You forget the spreads by the brands in
glossy magazines like that are just adverts. You get lost in the beautiful pages
and I like that you can rip them out if you want and keep them, not really the
same on social media. Reading Vogue is almost like being a member of a club
because not everyone can relate.” (Respondent 4)
There was a distinct lack of interest in traditional media methods from 8/30
respondents, where Respondent 30 even said “I don't find them as valuable as social
media is nowadays”. This is a high proportion of the sample and does highlight a
flaw in traditional media, which could be considered as no longer being able to meet
a modern consumer’s expectation.

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4.3 Section 3 – Luxury fashion brands on Twitter.
This section of the survey was designed to observe consumers’ opinion on the use of
Twitter as a platform for luxury fashion brands to market themselves. The participants
were asked to look at the link www.twitter.com/Balmain and answer the questions
that followed.
4.3.1 Consumer’s confidence in a brand on social media
The first question of section 3 divided the respondents in to two separate sets
regarding whether they felt more confident and trusted Balmain after viewing their
Twitter profile.
Figure 4 - Survey Question 12 - Pie chart showing the respondents' trust and confidence in Balmain
As you can see above in Figure 4, the majority of survey participants had more
confidence in Balmain after viewing their Twitter profile, although this majority was
not as large as expected, it does correspond with initial expectations, that being
active on social media does build consumer trust and confidence in a brand.
“The verified blue tick is always a good sign, I think what it is apart form that is
that you know how to find them if you need to. I can see people with the
products and get in touch with them and other consumers if I really wanted to.
They aren't hiding behind just a website.” (Respondent 2)

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Although 60% or 18 participants expressed positive feedback towards the Balmain
Twitter page, the brand’s overall presence on social media didn’t have an effect on
the purchase intent on the consumer.
Figure 5- Survey Question 13 - Bar chart showing the consumer's motivation to make a purchase after viewing the Balmain
Twitter feed. Where 1 is extremelyunlikely and 5 is extremelylikely.
Figure 5 clearly illustrates that 21/30 respondents felt indifferent towards the brand.
Reasons for this included respondents feeling “It's all a status war”(Respondent 22),
and that “social media hype doesn’t validate its authenticity or popularity”
(Respondent 3).
4.3.2 Social media content of present and future.
Lastly participants were asked questions about the type of content luxury fashion
brands posted online and what they’d like to see from the brands in the future.
Figures 6 and 7 illustrate the responses.

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Figure 6: Survey Question 14 - Bar chart categorising the type of Twitter content that attracts consumers.
Figure 6 shows that 15/30 respondents felt that it was celebrity focused content that
attracted them to the feeds of luxury fashion brands, followed by video content. What
was interesting was that a number of respondents felt that they would like to see the
brands “make regular contact with normal people and interact with them rather than
just celebrities”(Respondent 28) and be “more accessible to the public” (Respondent
24), so the fact that the celebrity category scored so highly doesn’t quite correspond.
Figure 7: Survey Question 17 - Bar chart showing content categories consumers would like to see more of in the future

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The last question in the survey, illustrated by Figure 7, was developed to gain an
insight in to what consumers would like to see from luxury fashion brands in the
future. 22/30 respondents want to see brands post more content about charity
events and community work. Interestingly a new concept arose, with 21/30
participants wanting to see the social media channels being used to make personal
style recommendations, rather than advertising, which was favoured by 5/30
respondents as a method brands should use more on social media.
4.4 Research Conclusion
The study was able to show that although respondents have different attitudes
towards luxury, they share similar thoughts on the subject of luxury fashion goods,
the majority associating them with being “expensive” and of a “high quality”.
Consumers which took part in this survey have a very active social media presence
and are constantly reaching for more information whether it is something they are
interested in or not. Having a presence on Twitter does not necessarily mean
consumers are more likely to trust a brand, but they understand it is now an essential
tool in the communication strategy of any company. Overall the survey responses
highlighted that Twitter is not the right channel to use if a brand wants to
communicate directly to consumers, even though some respondents did declare they
would be less trusting of a brand if they weren’t active on social media.

24. Page |23
5. Discussion
The purpose of this research is to investigate the attitudes consumers have towards
luxury fashion brands and their use of social media. Balmain’s presence on Twitter
was viewed by consumers of all ages. The sample is made up of a wide age group
ranging from 18 to 50+, illustrating just how popular social media is amongst
consumers. This section is set out with the original research questions in mind.
 Is using social media the correct way to market and communicate luxury
fashion brands to consumers?
It was Ahlqvist et al. that defined social media as a Web 2.0 community where
internet users can interact and share content (2008), with Sinclaire adding that these
users were no longer unreceptive to marketing material featured on these sites
(Sinclaire, 2011, p. 293). The findings certainly confirmed this. Not only were
consumers more trusting of a brand if they were active on social media (Figure 4,
p19), but it was marketing methods of celebrity endorsement and video interactions
that attracted to consumers to the social media feeds of luxury fashion brands
(Figure 6, p21).
On the other hand, Saravanakumar and Lakshmi’s study relied heavily on luxury
fashion brands using social media as a method to build stronger relationships with
consumers, using it as their focal communication tool (2012), whereas this study
revealed that, in the case of Balmain, some of the information shared was
unnecessary and actually had the opposite effect on consumers. Respondent 22 felt
“hype [on social media] doesn’t validate…authenticity or popularity” of a brand. A
factor that could be researched further is whether followers on social media and
sales figures have any link, as this would give further insight in to Respondent 22’s
answer.
 Do luxury fashion brands use social media effectively to attract consumers?
It was Peterson et al. that made the point that the internet was an effective way for
brands to organise content and communicate (1997). Brands are having to find new
ways of marketing their goods and selling the exclusive lifestyle that goes with them
(Atwal & Williams, 2008). Transferring an industry that was the master of traditional
methods; magazines and television, to the digital age is difficult. The survey results

25. Page |24
for this study revealed that consumers still appreciate those traditional methods, one
respondent stating “magazine adverts are special” (Respondent 12). However these
methods were also deemed irrelevant by 8/30 participants, not finding “them as
valuable as social media” (Respondent 30). Looking at other survey responses
(Appendix 2 p39-40), it became clear that consumers disliked being over exposed to
too many adverts, and this form of media no longer met consumer expectation. The
consumer is not given the ability to be involved and interact with material as they are
on Twitter, a factor deemed important by Mangold & Faulds David when researching
their journal article Social media: The new hybrid element of the promotion mix
(2009).
Taking both of the previous questions in to consideration, the facts and theories point
to social media being the correct tool, but currently luxury fashion brands are not
using it to its full potential as a lack of interaction between the brands and the
consumer is most definitely present.
 Does consumer perception of luxury and luxury fashion brands differ?
This final question is the most difficult to answer as a sole definition of luxury is
difficult to lay down. Okonkwo’s theory that a sense of pleasure and satisfaction
comes hand in hand with a luxury product (2010), combined with a premium price
tag and self-indulgent behaviour (Kapferer & Bastien, 2012) was reinforced by the
survey responses. Consumers of luxury fashion brands saw the products as
“expensive” yet of a “high quality”, with one respondent noting them as “obtainable if
you work hard enough”.
This information can be interpreted in the following way. The once traditional
philosophy of luxury has developed in to the idea of “new luxury”. As Okonkwo
stated, luxury good come hand in hand with status (2009), but being able to afford
luxury products is no longer a problem for those wanting to experience the
exclusivity they offer. Similar products deemed as premium fashion goods are
available from high-street retailers such as Zara and French Connection. They also
have the ability to create feelings of exclusivity from consumers (Phau &
Prendergast, 2000) as they are using the same marketing methods as luxury fashion
brands. This is the reason why the line between what’s luxury and what’s not has
become so blurred, if identical marketing techniques are being used to sell both sets
of products then they are both just as obtainable by consumers.

26. Page |25
6. Conclusion
The aim of the research was to gain a better understanding of consumers’
perceptions of luxury fashion brands on social media. The findings of this piece of
research can concluded by answering the following questions.
 Is using social media the correct way to market and communicate luxury
fashion brands to consumers?
Consumers want to feel a sense of confidence and trust from the brands, particularly
from the information they are receiving. Consequently social media can therefore be
considered not only a useful tool for finding the information they seek, but for brands
to nurture this particular image and give consumers the level of interaction they
deem necessary. Social media gives consumers instantaneous access to this
information and the ability to interact directly to it. At this level social media is the
right platform to generate these conversations between the brand and potential
customer.
Although, the research carried out did highlight a certain level of scepticism from
consumers, regarding luxury fashion brands’ ability to interact with consumers.
Luxury fashion brands are using non-exclusive channels like Twitter to ‘promote’ an
exclusive lifestyle which gives the appearance that they want to be close to their
audience. Balmain, the case study used in the survey, didn’t show any level of
interaction from their profile between customers and themselves, unless involving a
celebrity client. Moving away from traditional media channels gives the brands an
opportunity to open discussions and gain an insight in to consumer opinion, but by
neglecting this consumers feel they are just being fed information.
Most importantly, consumers do not always have the confidence to contact luxury
fashion brands on social media. The reason for this being the lack of response and
the exclusive luxury image the brand still manages to emit on social media. Today
consumers don’t necessarily covet the brand’s history and are much more aware of
how brands market and communicate, so this level of service is expected. It is these
factors that in store confidence in consumers, not necessarily uploaded photographs
of the brands fashion show during Paris Fashion Week.

27. Page |26
 Did consumers’ perception of luxury and luxury fashion brands differ?
Brands are more than aware of the potential to use social media platforms as an
extension of the luxury lifestyle they are offering to consumers. In regards to actually
defining luxury, younger consumers appeared to enjoy sharing their experience of
luxury and were extremely influenced by a brand and the ‘status’ it would give them.
They could justify the pricing points and linked this to the quality of the product
whereas many older respondents formed a more negative response to the price and
couldn’t justify the cost of luxury fashion brands’ products.
Social media is used by many to showcase a certain lifestyle. It is an opportunity to
share an individual’s experience of luxury, whether it’s purchases, holidays or
recreational activities. It is the social media followers of these consumers who
contribute to the idea of leading a ‘luxury’ lifestyle by showing their appreciation and
interacting in these online conversations. The process of sharing all this information
is part of an online experience, aimed at satisfying a person’s need for acceptance
amongst luxury consumers, and again showcasing a level of status that allows you
to be in a club of exclusive members who own goods from luxury fashion brands.
Being part of this online club helps to create and maintain an attachment between
consumers and the brands, evidently increasing the chance of buying in the future
and nurturing the aspirations of consumers to lead the lifestyle the brand offers.
 Do luxury fashion brands use social media effectively to attract consumers?
Ultimately, the aim of using social media is for luxury fashion brands to maintain a
certain level of popularity and most importantly desirability amongst consumers. An
obstacle that social media teams for luxury fashion brands have is to keep the
attention of all consumers. Due to the type of products and services they are
offering, consequently they are not affordable or obtainable for everyone and the
traffic they generate amongst all their online platforms will not necessarily generate a
sale.
In terms of actual content posted to the brand’s social media sites, distinguishing
between the two types of customer, those with purchase intention and those without,
would be a place to start, followed by tailoring the content to appeal to these two
different groups. It does appear that luxury fashion brands are not utilising social
media in this way. The instantaneous accessibility and transparency of social media

28. Page |27
does not have to be mirrored by the brands. Their products are not accessible to
everyone in every country, but by trying to maintain this level of exclusivity alongside
continuing to use social media platforms to promote a ‘closed’ network for wealthy
luxury brand lovers they are neglecting the most imperative detail of the luxury
fashion industry; luxury fashion is desired by an overwhelming number of people,
even those individuals who can’t afford it.

29. Page |28
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Appendices
Appendix 1 – Survey – The role of social media within the luxury fashion industry
The role of social media within the luxury fashion industry.
I am looking to understand the role of social media in the development of luxury
fashion brands and its use as a promotional tool in the industry.
For the purpose of this survey, I am defining "luxury fashion brands" as brands that
offer exclusive products of an exceptional quality and premium price point, with a
world renowned reputation and status.
This survey will require you to answer questions regarding Twitter, Instagram and
Facebook
Personal Information
In this section I would like to find out more about your social media habits and your
perception of luxury.
Male or Female? *
Male
Female
How old are you? *
18-20
21-29
30-39
40-49
50+
In what country do you currently reside? *
United Kingdom
Other :
Do you have an account for any of the following Social Networks?
(Check all that apply) *
Facebook
Twitter
Instagram
Required

33. Page |32
On a typical day, how likely are you to use social media? *
Extremely unlikely
1
2
3
4
5
Extremely Likely
Describe luxury fashion and what it means to you. *please give as
much detail as possible. *
Approximately how many different luxury fashion brands do you
follow on social media? *
Choose
If applicable, using your answer from the previous question, can yo
u name them?
What do you like about social media in relation to luxury fashion
brands? *posts, photos, products, accessibility etc *
What do you like about luxury fashion brands' use of traditional
media? *Think TV, Magazines, Billboards etc. *
What do you dislike about luxury fashion brands' use of traditional
media? *Think TV, Magazines, Billboards etc. Examples where
appropriate* *
Your answer

34. Page |33
The role of social media within the luxury fashion industry.
* Required
Case Study: Balmain
I have chosen the luxury fashion brand Balmain (a firm favourite of the Kardashians,
Rihanna and other A-Listers) as my case study due to the number of high exposure
campaigns they have led over the last few years, both in print and social media.
Alongside a sell-out collection for high-street chain H&M in 2015.
For this section I will ask you to take a look at the Balmain Twitter page:
https://twitter.com/Balmain
After observing the Balmain Twitter feed, do you feel more
confident and trusting in them as a brand because they have an
active presence on social media? *
Yes
No
Please explain why? *

35. Page |34
After viewing Balmain's Twitter feed, has your motivation to buy the
brand's products changed at all? *
Extremely Decreased
1
2
3
4
5
Extremely Increased
What type of feed posts from luxury fashion brands attract you the
most? *check all appropriate *
Photographs
Videos
Celebrity endorsement
Events and Parties
Information and News
Required
After viewing the Balmain Twitter feed, would you feel more
confident contacting the brand on Twitter? *
Yes
No
Please explain why? *
Where and how do you feel luxury fashion brands could improve
their social media use? *make suggestions *
Which of the following would you like to see luxury fashion brands
use social media for in the future? *check all appropriate*
Celebrity endorsement
Charity work
Advertising
Ecommerce (selling)
Style recommendations
Other:

36. Page |35
Appendix 2 – Survey Results: open ended questions
Describe luxury fashion and what it means to you. *please
give as much detail as possible.(30 responses)
Something that is expensive, of excellent quality and is branded
Expensive yet quality, you are getting a piece of high fashion. Usually Chanel or LV
or Versace, names like that I would consider to be luxury fashion. Unaffordable to
most yet obtainable if you work hard enough. Beautiful clothes, bags and shoes. I
relate it to Fashion shows, celebrities and parties.
Expensive and limited availability
High price designer pieces
Beautiful clothes. Usually unaffordable. A treat if you buy something. Special item
such as a handbag or shoes. Items you see on celebrities and models.
High end and designer pieces, catwalk shows
Premium quality items that would not be found in high street shops
Designer clothes that I really want, can't afford and you just can't get the same thing
on the high street.
Good quality clothing that is in fashion and looks good. This would mean that I am
confident in what I am wearing.
Expensive, couture, trend setting
I view luxury fashion as fashion made up of clothes from designer brands such as
Chanel or Prada. I am inspired in my personal style by the way designers present
these designs on the catwalk or adverts, or how outfits made of designer brands are
styled in features in high end magazines such as Vogue. As they are out of my
budget, I don't see them as a priority although it would be nice to have one of these
pieces.
A treat. Good quality designer items that are made by a brand that has a good
reputation. Expensive but you are paying for design and quality.
Luxury fashion to me means good, long-wearing quality that remains looking
glamourous and as new over time. Comfort is also key. Classic styles that are
versatile and comfortable.
Aspiration, timelessness, classic
I define luxury fashion as branded items of clothing that are stylish and comfortable.
Brand, expectation, latest, must have
Quality, cut and style
It depends, some luxury brands or should I say, real luxury brands offer products that
are high quality, however just because they are a luxury brand it does not
necessarily mean that they are selling quality or fashionable goods, certain brands
live of their name and have failed to keep up with the pace of change In fashion
today. Luxury brands for me are the ones that make time less pieces that turn
vintage, they are quite plain and subtle without too much going on in most cases,
they should be selling their design and not just there label.
I don't consider luxury fashion to be something that's important to me. I wouldn't buy
or aspire to buy it. I believe it’s overpriced for the quality, however, I can understand
how other people have different opinions.
Overpriced, non-realistic, uncomfortable clothing worn by celebrities and the overly
rich, who have no idea that the cost of the coat they are wearing can feed a family
for a month.
Luxury fashion is expensive brands and good quality

37. Page |36
I see it as art. Ridiculously overpriced but nice to look at.
Trendy, fashionable and usually quite expensive. I don't know a lot about fashion but
when you wear something designer and it's cost you quite a bit of money it does
make you feel good.
Luxury fashion to me means spending over 100 pounds on one item. Generally high
quality is associated with luxury brands, but it’s mostly about the price.
High quality, high price
Very expensive (usually overpriced) clothes, don't go above a certain size, for a
certain demographic that isn't representative of the population (size, race of models
etc)
Expensive branded clothing
Expensive, high quality fashion
An expensive brand which offers high quality and class and is more exclusive than
your typical fashion.
Expensive clothes
If applicable, using your answer from the previous
question, can you name them?(29 responses)
No
No
No
N/a
N/a
n/a
n/a
Chanel earrings, Chanel handbag, LV bag, LV purse
Louis Vuitton Chanel Manolo Blahnik Christian Louboutin Balmain Jimmy Choo Bally
of Switzerland Celine
Missoni Chanel
Chanel Christian Louboutin
Net a porter
---
Saint Laurent Louis Vuitton
Chanel Ralph Lauren Marc Jacobs Burberry Alexander McQueen Victoria Beckham
Marc Jacobs, Burberry, Tom ford
Guiseppe Zanotti
None
Michael Kors Dior Marc Jacobs
Paul Smith, Barkers, Ralph Lauren
Maxmara Alice Temperley Oscar de la Renta Jcrew Chloe Karl Lagerfield Comme
des garçons Rachel Zoe Victoria Beckham. Prada. Marc Jacobs Fendi Dior Stella
MCartney. Burberry Dkny Joseph. Armani
Patek Phillipe, Rolex, Reiss, louboutin, Burberry, tag heur, Gucci (sometimes)
hahaha!
clinique
Ralph Lauren
Louis Vuitton, Chanel, Prada, Louboutin, Michael Kors
Michael Kors, Julien Macdonald, Alex Monroe, tiffanys,
Vogue UK, Burberry

38. Page |37
Stella McCartney, Victoria Beckham, Chanel, Dior, World McQueen, Dolce and
Gabbana, Gucci, fendi, mulberry, Burberry, house of Holland, Pringle, Alexander
wang
Chanel, Hermes, Calvin Klein, Burberry, Louis Vuitton, Givenchy, Elie Saab,
Alexander Wang & Vera Wang
What do you like about social media in relation to luxury
fashion brands? *posts, photos, products, accessibility
etc(30 responses)
Nothing
Nothing
You can see the latest trends and what celebs wear them (if that interests you and
you want to follow the crowd and see what’s in, especially in the USA etc -
Kardashians)
I can get an insight in to what's happening behind the scenes almost. They will post
pictures of the products and the people wearing them. At particular times of the year
like NYFW, The Oscars and The Grammys you feel like you are at the events
yourself and get a small piece of the glamour just through the posts. It’s also great to
interact with other people who are fashion lovers by retweeting, liking and
commenting on posts and pictures. It's like a little world you can escape to.
New season collection availability
N/a
I like to see the photos and pictures of Celebrities wearing the gear. You. can aspire
to wear them or try and find something cheaper that is very similar. Almost like a look
book.
Well shot photos, pleasing on the eye
Photos give inspiration for items that can be purchased on the high street
Like looking at the photos and seeing who is wearing what.
Looking at the pictures of the latest trend.
Photography, aspiring products
They are made more accessible.
I can see photos of the trainers and what people wear with them. It can be cool to
see celebrities in them too and any events or places they wore the clothes to. You
can kind of copy an outfit.
I enjoy reading outfit posts.
Instagram posts by celebrities
It's good to be able to see full outfits put together rather than single items like in a
magazine.
Instant, easy, help in choosing, photos
Instant information! Immediate access to a select world.
I like how they do not compromise the exclusivity of certain brands by how they
market themselves online through their posts. E.g. By keeping posts "classy" and
relevant to current happenings.
If I did follow or look at anything about luxury fashion in the media I would probably
like looking at the photos of the outfits they put together.
Post and photos
Give young girls high expectations and crest mini divas/ brats. Puts parents under
pressure to provide items for kids they simply cannot afford. Has the 'Jones' effect.

39. Page |38
They post some nice pictures and if I want to know what's new in around birthday
times and Christmas I can go in to the stores with a picture off Facebook and get my
boys the latest gear. It is handy for things like that.
Mostly photos.
Photos, products,
Shows some kind of outreach to normal consumers, gives them more global access
to emerging markets. Photos are usually of amazing quality - but highly
manufactured.
Some accounts post daily so you have different pictures to find outfits that you'd like
to recreate. I also like how the posts give of the impression about what colours are in
style throughout the different seasons.
Photos, photos of fashion week, products, campaigns
I like that it is instant and available to everyone. It also helps with keeping up with
trends by photos which are posted.
What do you like about luxury fashion brands' use of
traditional media? *Think TV, Magazines, Billboards etc.
Examples where appropriate*(30 responses)
Nothing
Nothing
On Instagram they are usually on very tall, model like girls that are mixed race with
perfect teeth etc. it makes you feel if you have those products you will be the
same/share a snippet of that life style
I love picking up a copy of Vogue. You forget the spreads by the brands in glossy
magazines like that are just adverts. You get lost in the beautiful pages and I like that
you can rip them out if you want and keep them, not really the same on social media.
Reading Vogue is almost like being a member of a club because not everyone can
relate.
Longevity and easy to reflect back on. Larger images.
Glossy adverts, such as Chanel and Burberry
I do like adverts in glossy mags. Especially with the perfume testers. They do tell a
story almost and the photography is good.
Advertisement in high end fashion mags such as vogue are always beautifully shot
images
I love the use of luxury fashion brands advertisement in magazines as a traditional
way of advertising. The magazines and adverts can be saved for years to come and
allow us to look back on how fashion has evolved
I don't really read magazines to be honest, but I do pay attention to adverts on the
TV. They are almost like a story and I like how they mix it up with a good soundtrack.
Keeps me up to date with the latest news for that brand.
Magazine adverts are 'special' compared to normal brands. Chanel’s advert like a
film trailer is aspiring but almost feels like you can be that person
I like watching or looking at adverts because they are often aesthetically pleasing
and can inspire personal style.
I don't really read magazines that have that kind of advert featured but what I see on
the television I like. The brands go all out and the adverts end up being like miniature
movies.
I like pretty aesthetics and feminine/ romantic imagery (flowers etc.)

40. Page |39
Adverts - directors e.g. Baz Luhrman for Chanel and famous actresses/actors.
Rarely look at magazine adverts
Magazines again allow you to see a full outfit put together. They are iconic and stand
out.
Don't really pay too much attention
Will always be loyal to my Vogue and follow enjoy a good read by fashion journalists
of "Telegraph" and Times repute - but maybe my age?
I like Burberry adverts when they are on TV.
I can't think of any adverts in television or magazines that stand out to me in any
way.
Nothing
They make their adverts to catch the eye and draw you in
They are nice pictures with nice looking young people in them. Almost like a fantasy
really isn't it. All nice and smiley. I pay more attention to the ones on the TV. They
are like mini movies sometimes usually with a good song to go with them.
I like it when they put perfume samples in magazines.
Quality magazines with thicker paper and glossy finish.
Reliant on celebrity - Burberry's amazing Billy Elliot-style advert or extremely
expensive looking - e.g. Dolce and Gabbana Light Blue David Gandy advert.
Luxurious. 'Wish you were here' aspect is appealing. The lift up and smell samplers
in magazines are brilliant and have persuaded me to buy some fragrances - e.g.
Boss Orange.
I like how in magazines you are given more detail on the prices and the websites to
visit to purchase them. I also like how the articles can sometimes contrast against
the adverts to show how the clothing not can be worn in different ways, for example
in Look magazine there are advertisements but then there are articles on celebrities
and what they have been caught wearing
Always attempt to be original and the use of models.
I don't find them as valuable as social media is nowadays.
What do you dislike about luxury fashion brands' use of
traditional media? *Think TV, Magazines, Billboards etc.
Examples where appropriate*(30 responses)
A lot of the time the products can be a lot cheaper before they were worn by a celeb
Although they are adverts, they rarely say how much anything is. I don't like quite a
few of the brands TV ads at the moment. They usually have no relevance to the
actual product. For example I think it's Chanel that has Gisele surfing in one of them.
Do Chanel wearing champagne drinking Parisians surf now?
I don't dislike at all
Using celebrities
I don't like that sometimes the advert has nothing to do with the product and that the
pictures are so touched up.
Sometimes used inappropriately or in ill-fitting situations
The use of social media allows multiple posts and advertisements a day opposed to
one advert in a magazine per week/month or the same TV advert for 3-6 months
You don't get told what the actual product is and when the adverts been on the TV or
in a magazine it's usually out for months, so that thing in the advert is sold out or
really hard to get hold of. It does get a bit boring watching the same ad all the time.

41. Page |40
Too many irrelevant ones pop up, for example on Instagram when it suggests pages
to like that are irrelevant
Can be annoying and post too much on social media, hence why I only follow 3. The
over use of celebrity endorsement in traditional methods annoys me
They can put pressure on people to look a certain way by insisting upon the
importance of beauty, primarily for women.
They don't tell you much about the product and sometimes you can watch an advert
and not even know what it's for when it finishes.
Any shaming of women into purchasing
Magazine adverts - far too many and too similar - would always skim through
Magazines sometimes contain a lot of text - on social media it focuses on one thing.
Magazines are sometimes cluttered.
No comment
Somehow it seems rather dated? We have become used to accessing information
via our phones - hate to say this but magazine advertising so last year!
I hate the generic feel that Gucci sometimes give off in TV adverts.
No normal women are ever used to advertise they are always stick thin which isn't a
good image to very promoting to customers (especially young girls/women) who buy
the products. Similar situation for men.
Models are airbrushed size zero zombies that are so far removed from the real
world, it causes unfair expectations, weight/image misconceptions in younger
generations. Brands are great at making a person feel they need the item, to the
point people don't notice that there isn't actually any price on the advert. It's the 'I
want it. I don't what it costs' mentality
They are usually aimed at certain people
Unrealistic expectations
Sometimes when I see a Ralph Lauren ad in one of my wife's magazines, or she
shows me something else she likes they don't put what the item actually is in the
picture. For example what it's called and how much it is so it's annoying if you like
the T-shirt or something because you then have to do your own investigating work.
The way they put outfits together generally doesn't appeal to me as they are not
realistic. If the clothes were presented in a way that i would wear them, i would be
more likely to pay more attention
TV seems too mainstream for luxury brands
Models are almost always impossibly thin or unrepresentative of the market,
enforcing an ideal that's simply not healthy - even for something not related to size
such as fragrance. Obviously some adverts miss the mark and don't find their place
within the market. Magazine advertisements are extremely London centric and many
only show their London location - not others.
I dislike how on television the adverts are brief and give little detail
They're unrealistic to normal people
I don't like how they spam magazines with their brands. The billboards and adverts
are always samey and they don't normally differ from each other.
Everything

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After observing the Balmain Twitter feed, do you feel more
confident and trusting in them as a brand because they
have an active presence on social media?(30 responses)
Yes or No
Please explain why?(30 responses)
To an extent because you can keep up to date with them
The verified blue tick is always a good sign, I think what it is apart form that is that
you know how to find them if you need to. I can see people with the products and get
in touch with them and other consumers if I really wanted to. They aren't hiding
behind just a website.
For me social media hype doesn’t validate its authenticity or popularity
Opens the brand up to a wider audience
Doesn't really make a difference to me or not. Twitter is just part of the package
these days. It's just necessary isn't it? But I don't think I would change my opinion of
a brand just because it has Twitter or not.
Communication makes them more relatable and makes them fit in with everyone
else
I don't think it is essential for a high end brand that has as much publicity as it does
to have a social media page
It’s good to know they are there and I can try and get hold of them if I needed. They
aren't being shady or snobby in anyway. Their account is quite chilled.
The content of the site is appealing
Having so many followers and celebs wearing them
I don't understand why having a presence on social media would make a brand more
trustworthy. Nearly everything/everyone has a presence on social media. They are
there to promote their brand, not to truly connect with people.
Having a social media page is kind if necessary these days as people want to
interact with you and you can showcase the products to people too.
I would be more drawn to a quality boutique I could visit in town
Current, modern, edgy, recognisable. If they were not on social media - signals
behind the times.
It has a lot of followers - therefore proving that it is well liked and supported.
Presence and links to celebrities, aspiration
Clearly very current - missed this one!
No, I know them to be a quality brand, but I feel they think too highly of themselves
to be honest and don't think they will stand the test of time as well as other brands
but for now they are doing very well and I'm sure they will continue to do so, however
the social media side of their campaign is positive for what they are trying to achieve
because it directly appeals to their target market.
It’s just an advertising tool so they'll obviously be telling me how good their brand is.
Social media is a huge part of any business. Small or big. Whether it's checking in at
your local kebab store or tweeting your latest bargain from ASDA. Social media
involvement does not sway my opinion in either direction. It's now the world latest
form of subliminal advertising
I have not heard of this brand, and just because they are on twitter doesn't make me
want to buy their products
It's all a status war

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If I am honest, I have never heard of them and I don't use Twitter so I can't really say
I am more confident in them. Looks like they have some good stuff though.
They seem to have high profile contacts.
The majority of businesses have twitter. But it would make me lose confidence if they
didn't have twitter
It gives a sense of gravitas - the verified label also makes them more exclusive.
I am aware of all the famous celebrities they style and create clothing for.
They are active of social media making them up to date and reliable.
Because they have lots of followers and professional photos. They have also
maintained their brand with updating regularly.
They must be doing something right if the Kardashians use them
After viewing the Balmain Twitter feed, would you feel
more confident contacting the brand on Twitter?(30
responses)YesNo
Please explain why?(30 responses)
Most brands do not reply, especially if they are linked with celebs. It's like tweeting a
celebrity, you're lucky if you get a RT.
I don't think I'd get a response. They have had no interactions with their audiences
and no tweets from consumers have been shared to the feed. It is solely used for
promotion and brand building from what I can see. I would probably go to the
website and then see where I go from there if I wanted to get in contact.
Customer services all the way for anything
To show appreciation of the products
I don't really have need to and there isn't any evidence of them replying to anyone.
It's like trying to tweet a celebrity. You'll never get a response
They are easily accessible on there as opposed to emailing
Quickest and easiest method of contacting them it is also free!
If I needed to I wouldn't have a problem doing so. It would be a lot quicker than
customer services probably, that's if they have one.
The site looks well maintained and seems like someone would respond to any
queries
I don't like the brand
I have no reason to want to
Although I don't have Twitter, it is a very easy way of getting in contact and it costs
you nothing unlike customer service call centres. Much quicker too.
I am not particularly interested in high fashion
If I had any questions I would expect it to be the most efficient way to communicate
I wouldn't have anything to ask.
No need
I don't feel the need!
Why? Lol if I want something I just buy it, I'd rather not look like a pointless suck up.
Plus it does not benefit me in any way to message them unless I specifically needed
some information etc.
I have no interest in buying luxury fashion so there would be no point contacting
them!
Not my cup of tea

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No
As above
I've only just learnt who they are and I don't think I'll be buying anything from them
any time soon.
i don't know what i would contact them for
Hasn't worked previously.
Honestly never heard of them, female clothes and i'm a man
I doubt they would response due to them being such worldwide style icons
Doesn't seem like they would contact back
Because they seem active on it.
See my answer abovd
Where and how do you feel luxury fashion brands could
improve their social media use? *make suggestions (30
responses)
Makes it look nice and high quality with the logos use
By interacting more with their audience. There are genuine fans out there and people
who want to be involved in everything Balmain do. They dress some pretty famous
clients so there will always be some sort of buzz around that and events. It would be
an opportunity for Balmain and other brands to be more real.
For me it feels like hype
Style recommendations
Have a team or separate account that's aren't just about the image and about
keeping in touch and interacting with 'fans' of the brand.
Unsure
Refer more to the products and upload information more frequently
I would like to see more pictures of real people in the gear rather than models and
celebrities. Especially on Instagram there is a massive opportunity to interact with
fans of the brand that aren't famous.
I feel that fashion brands are bigger on Twitter and Instagram due to their nature.
They should try to improve their Facebook use.
Post less but more impactful images
There is no way they could improve use of social media while also maintaining the
image/prestige of luxury
Less shameless plugging of products.
Make sure that their posts give out a positive message to women and girls
NA
I don't think they can
No comment
I am drawn to beautiful photography - Mario Testino for Vogue. I believe fashion is
Art and luxury brands should not be reduced to tweets about an item. Pictures
please.
By creating a wider community that includes people from all cultures and
backgrounds rather than the generic snooty, noes turned up type of people that will
pay over the odds for their goods. I understand that they are the people who
generally buy the shit but even some rich people have hearts and a sense of
community or showing love like giving back o children' or society will attract more
business and positive clientele that would happily help then to promote the business
after but that's just how I would do it, the fashion world isn't based around being a

45. Page |44
humanist, it's about exploiting children from the third world then covering it up to
make it look like you are helping them, rather than actually paying them a fair living
wage.
.
Give free clothing to those most in need of it. Improve the business by improving
humanity. Use social media to improve the world, not just take and take and take.
I don't know
Stop using stick thin models
By telling us what is in the pictures. That is my pet peeve.
Make it more accessible to the public
I do not know
Further engagement with new forms - e.g. backstage periscope. Tommy Hilfiger
S/S16 used Instagram adverts and a snapchat story to connect with consumers.
Have backstage videos of why they decided to put the outfit together
Make regular contact with normal people and interact with them rather than just
celebrities
They could interact more with customers.
Don't know

46. Page |45
Appendix 3 – Table - Glossary of key digital terms
Term Definition
Search Engine
Optimisation (SEO)
“Search engine optimisation is a method used to increase
the amount of visitors to a website by obtaining a high-
ranking placement in the search results page of a search
engine (SERP) including Google, Bing, Yahoo and other
search engines.”
(www.webopedia.com, 2016)
Social Media
Optimisation (SMO)
Simialr to SEO this is “the process of increasing the
awareness of a product, brand or event by using a number
of social media outlets and communities to generate viral
publicity”.
(www.webopedia.com, 2016)
E-Commerce or
Electronic Commerce
“The phrase is used to describe business that is conducted
over the Internet using any of the applications that rely on
the Internet, such as e-mail, instant messaging, shopping
carts, Web services, among others. Electronic commerce
can also be between two businesses transmitting funds,
goods, services and/or data or between a business and a
customer.”
(www.webopedia.com, 2016)
Traffic “(1) The load on a communications device or system. One
of the principal jobs of a system administrator is to monitor
traffic levels and take appropriate actions when traffic
becomes heavy.
(2) The measurement of the amount of users that visit
a Web site.”
(www.webopedia.com, 2016)

47. Page |46
Table of Figures
Figure 1: Survey question 4 - How many respondents have Twitter, Facebook and Instagram......... 15
Figure 2: SurveyQuestion5- showinghow likelythe respondentwastoaccess social mediaonan
average day. 1 beingextremely unlikely, 5 being extremelylikely.................................................. 16
Figure 3: SurveyQuestion7- a pie chart illustratingthe numberof luxuryfashionbrandsfollowedby
respondents............................................................................................................................... 17
Figure 4 - SurveyQuestion12- Pie chart showingthe respondents'trustandconfidence inBalmain
.................................................................................................................................................. 19
Figure 5- SurveyQuestion13- Bar chart showingthe consumer'smotivationtomake apurchase
after viewing the Balmain Twitter feed. Where 1 is extremely unlikely and 5 isextremely likely...... 20
Figure 6: SurveyQuestion14- Bar chart categorisingthe type of Twittercontentthatattracts
consumers. ................................................................................................................................ 21
Figure 7: SurveyQuestion17- Bar chart showingcontentcategoriesconsumerswouldliketosee
more of in the future.................................................................................................................. 21