How luxury brands can benefit from digital influencers


Mass brands might be dominating the trend for influencer ambassadors and partnerships, but luxury brands would do well to follow suit

Digital influencers can propel a beauty brand into the public eye as Minter Dial (below left), President of branding consultancy Myndset, and Nicolas Chabot, VP EMEA of influencer marketing specialist at Traackr, explain

  Are digital influencers best suited to mass brands only?
MD: Working with influencers absolutely makes sense for premium brands. In fact, the more premium the brand, the more a concentrated and targeted influencer strategy is appropriate. The whole challenge for luxury brands is making sure they are aligned in terms of values and audience of the influencer, and that the relationship and engagement with that influencer merits the premium positioning.


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