Instagram has revolutionised marketing and the way in which we communicate with one another, and it is interesting to note the growth of luxury and lifestyle channels on the platform. I personally believe Instagram has created a ‘lust for luxury’ globally, and has enhanced and changed the way luxury consumers are interacting with luxury brands and products, both on and offline. For example, the the luxury watch specialist and Instagram personality Anish Bhatt, has made sales from his posts on Instagram, using the platform as a channel and communicating with the consumers via the apps direct messaging service. Additionally, I recently read an article this week from the Australian Financial Review which highlighted the success of a young luxury car dealer in Miami, Brett David.
David has already made $2.6 million AUD in sales in the first two quarters of 2017 alone, and he has attributed these sales as being directly caused by his content and posts on Instagram. Furthermore, he emphasised just how important Instagram has been in the growth of gross sales revenue for is luxury car enterprise. David met his largest client on Instagram Kris Singh who initially purchased a Pagani, and has acquired many more exotic cars from the dealership since. Currently, David is in working on a new $140,000 USD green room and production space for his dealership. This will allow clients to create content and photographs of their newly acquired luxury cars, which in turn can be posted and shared on Instagram. This is a brilliant strategy which will in turn increase David’s engagement on Instagram, whilst concomitantly channeling consumers to his dealership. David says is it critical for a successful dealership today to understand modern marketing through channels such as Instagram and social media. And I certainly agree with his line of thinking, Instagram has become a viable channel for luxury marketing and products due to its visual and symbolic content.
Thank you for reading,
Warm Regards,
Eddie
Featured image: http://www.tomclaeren.com