2023-06-27 00:23:10
The label, which presented its first men’s show a few days ago under the artistic direction of Pharrell Williams, is gaining momentum on the social network with one billion subscribers.
Louis Vuitton, the luxury leader on TikTok
Now with more than ten million followers on its official account, Louis Vuitton has become the most followed luxury house on TikTok.
Present on the social network since September 2020, the brand now has 1.7 billion views for more than 65 million Likes. While this figure is still far from the brand’s scores on its older networks – with, in particular, more than 53 million subscribers on Instagram -, it testifies to the brand’s ability to have known how to embrace the codes of the platform and to resonate with its audiences. While the hashtag #Luxe now has more than 2 billion views on TikTok, Louis Vuitton is deploying a brand content strategy there, combining highlighting of its ambassadors and exclusive focus on its backstage, its collaborations and its collections.
The Pharrell Effect
By taking its first steps on the network three years ago, the label immediately took over the livestream functionality, ensuring the live presentation of its Spring-Summer 2021 Women’s collection. proof: on June 20, Louis Vuitton broadcast the live of its fashion show Men’s Spring-Summer 2024the first under the supervision of Pharrell Williams, appointed artistic director last February following the disappearance of Virgil Abloh.
Operated from the Pont Neuf in Paris in the presence of an audience of celebrities, from Beyoncé to Rihanna, the broadcast of the show was accompanied by a dedicated campaign and several partnerships with international influencers, thus offering content and points unprecedented views. Result : one million people onlineand more than two million Likes sent during the live.
At the end of this operation, the label gained more than 100,000 additional subscribers. A dynamic that continues to bear fruit since a week following this event, Louis Vuitton has just exceeded the bar of 11 million followers and 69 million Likes.
Note that not all luxury houses necessarily have an account on TikTok for the time being. If Gucci, Fendi, Dior, Loewe or Givenchy are for example present on the network, Hermès still remains with subscribers… absent.
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