Why Luxury Must Rethink Its Digital Presence
For more than a decade, luxury brands have embraced digital platforms with increasing intensity. What began as a cautious entry into social media has evolved into a race for visibility measured in impressions, engagement rates, and constant content production. Yet, paradoxically, the more visible luxury becomes, the more it risks losing what makes it desirable in the first place. Today, the industry is approaching a tipping point. According to a 2023 report by McKinsey & Company, digital channels now influence over 80 percent of luxury purchases. At the same time, consumer behaviour is shifting: Deloitte highlights that nearly 60 percent of Gen Z consumers feel overwhelmed by the volume of content they are exposed to daily. This phenomenon – often described as “digital fatigue” – is not anecdotal. It is structural. Because luxury, by definition, was never meant to be omnipresent.
