We sat down with Carmen Sáenz, luxury expert, to determine the key factors driving today’s luxury brands.

Over the past 25 years, luxury brands have undergone a radical transformation, in step with the industry itself. “Everything has been backed by spectacular sales growth. Over the last two decades, revenue has tripled—from €120 billion in 2003 to €362 billion in 2023,” says Carmen Sáenz, entrepreneur, industry expert, and faculty member of the Vogue Master’s in Fashion and Beauty Business Management. According to Sáenz, the factors behind this exponential growth stem from various shifts, including “globalization, the booming consumption in emerging markets across Asia, and the consolidation of the middle class in those regions.” With this demand on the rise, what’s the best way to communicate luxury? 

Industry Analysis: How to Build an Effective Strategy for Luxury Brands 

Before crafting a strategy, it’s essential to understand the current state of the industry. “Luxury brands have become powerful media platforms with millions of followers. This media power has given them full control over their image and direct, ongoing communication with their clients and audiences,” says Sáenz. 

At the same time, influencers have entered the game. “They use luxury to build their own image and are, in turn, used by brands to reinforce and expand their communication,” thus democratizing luxury across social classes and sectors. This shift has also reframed the luxury consumer—not just as someone who owns luxury items but as someone who embodies luxury. “For them, luxury isn’t just about acquiring expensive goods anymore. It’s become a way of life and self-expression. Today, luxury is more than a material possession—it’s a lifestyle, a way of being,” she concludes.

What Kind of Content Works Best for Luxury Brands on Social Media? 

As Sáenz previously explained, luxury brands either create content on their own or collaborate with influencers and brand ambassadors—such as singers, models, actors, or designers—to reinforce their message. Brands must develop aspirational, high-quality content to preserve their prestige. 

“Brands need to convey authenticity and credibility while building emotional connections with their audience and engaging them through personalized experiences,” Sáenz explains. “Of course, the product still plays a strategic role. Brands often use storytelling to highlight their history and the craftsmanship behind each item, creating images, videos, and narratives that evoke emotional value.” 

Measuring the Impact of Luxury Brand Strategies

Finally, to evaluate the effectiveness of digital and social media strategies, luxury brands closely monitor both their Tangible and Intangible Value. “It’s critical to track Intangible Value in addition to Tangible Value, such as sales or market worth. A great indicator of Intangible Value is the LYST Index, which measures online searches and consumer desire for a brand,” she explains. “A clear example of the importance of this metric was the appointment of Matthieu Blazy as the new Creative Director of Chanel. Blazy previously succeeded in keeping Bottega Veneta among the five most searched brands online, even though it hasn’t been one of the top-selling brands.” 

Tips for Career Growth in the Luxury Sector 

“If you want to work in luxury, there are two words you can’t leave out: excellence and passion,” says Sáenz. Excellence is key—and the drive to achieve it is essential to thrive in such a competitive industry. “We all know perfection is impossible, but in luxury, you have to get as close as you can. Dreaming big is the secret to achieving big things,” she adds. 

One way to pursue excellence is through education. In addition to the Vogue Master’s in Fashion and Beauty Business Management and the Vogue Master’s in International Luxury Business —starting next fall and now open for enrollment—Vogue College of Fashion, the university-level branch of the fashion title, offers two key online courses. 

The Vogue Online Course in Digital Marketing & Communication: Fashion & Luxury explores digital strategies, branding, and communications for fashion and luxury brands, with a focus on storytelling, user experience, and trend analysis. Meanwhile, the Vogue Online Course in Social Media Marketing for Fashion teaches how to manage social media for fashion brands, with an emphasis on content creation, engagement, influencer partnerships, and growth strategies. Both courses are fully online, accessible from anywhere in the world, and offer flexible scheduling. Each is taught by top-tier professionals currently working in the fashion and luxury beauty industries—like Sáenz herself. Enrollment is now open. 

“Passion, on the other hand, is essential. Luxury and emotion go hand in hand—you can’t really have one without the other. Being passionate about what you do, eager to learn, grow, and understand your client and their desires, is absolutely crucial for building a successful career in this sector. Luxury offers the best customer experience—and if you can’t ignite passion in your client, it will be hard to earn their loyalty,” Sáenz concludes. 

Frequently Asked Questions (FAQs) 

1. How can luxury brands maintain exclusivity in the digital age?

 Luxury brands must create aspirational, high-quality content that aligns with their identity. Authenticity and emotional connection with the audience are key to maintaining prestige while staying relevant on social media. 

2. What role do influencers play in luxury marketing strategies?

 Influencers and brand ambassadors help amplify the brand’s message—provided that the collaboration is genuine and aligned with the brand’s values. Their influence brings luxury closer to new audiences without losing its exclusivity. 

3. How can brands measure the success of a luxury marketing strategy?

 Beyond sales figures (Tangible Value), brands assess Intangible Value, which reflects consumer desire and brand perception online. The LYST Index is a reliable indicator of digital interest in a brand. 

Conclusion 

Luxury marketing has evolved into a strategy that combines exclusivity, digitalization, and emotional resonance. Success lies in crafting high-quality content, forming strategic partnerships, and analyzing both tangible and intangible impact. In an industry where excellence is everything, education and passion are the pillars for standing out and building a long-term career.