All eyes are on the global luxury market as brands navigate new strategies and partnerships to maintain cultural relevance and drive growth. Social and influencer intelligence platform WeArisma’s latest report highlights key shifts, from high-profile partnerships and earned media growth to a focus on resonance over traditional metrics, providing insights every luxury marketer should know. Explore the key insights below and access the full report here for a deeper dive into the findings.

WeArisma

New Metrics & Benchmarks

Ripple, Resonance and Virality are the new benchmarks for influence. Traditional metrics alone no longer tell the full story.

Influential voices have delivered outstanding Ripple Impact for the world's five top-performing luxury brands, collectively reaching and engaging far more consumers than brand-owned social media channels. Specifically: 4X higher earned media value, 5X more reach, 33X more content and 4.5X engagement than brand-owned channels. 

Dior, Louis Vuitton, Saint Laurent, and Gucci are the luxury fashion brands with the highest Ripple Impact, while Cartier, Bulgari, and Tiffany & Co. lead in the fine jewelry and watch space.

2025 Luxury Trends

Entertainment is now a Luxury Marketing Strategy 

With traditional ads and promotional content failing in the age of short attention spans, luxury brands are using entertainment to connect with target customers. Successful campaigns tied to cultural moments, like the Olympics (e.g. LVMH sponsorship), music albums (e.g. Charli XCX's “Brat”) or movie launches like Wicked at cultural landmarks, appealing to both broad and niche luxury audiences.

Brands are Tapping into Lifestyle and Wellness

Luxury brands are channeling different hobbies or niches and entering the realms of personal passions and wellness initiatives. This integration helps brands expand their identity and dip their feet into different categories. Miu Miu’s summer 2024 pop-up newsstand distributing female literature, earned the brand 1.4M Engagements. Dior’s floating spa on the Seine at the Olympics offered unique brand wellness experiences offering pilates and yoga.

Sports VIPs are Gracing the Front Row

We are seeing an increase in sports VIPs at the front rows and fashion runways spearheaded by the spirit of the Olympics. Jannik Sinner’s collaboration with Gucci, Imane Khelif’s with Bottega Veneta and others like Declan Rice and David Beckham are setting the scene for more partnerships to come in 2025.

Luxury Consumers Crave Fresh, Unexpected Views

Consumers are shifting away from over-saturated luxury voices, craving authentic, unexpected points of view. In response, brands are embracing partnerships with influential voices from different niches. Alix Earle (Hot Mess) blends luxury with everyday realities of motherhood, Kenz Lawren challenges traditional view on perfection, both providing exclusive behind-the-scenes luxury show glimpses.