Instagramming your experience
In these times of digitalization of points of sale, it is interesting to question the relationship between an emblematic place, a temple of luxury and its sharing on the digital field.
Indeed, originally, these spaces offer unique and exceptional experiences, which can only be enjoyed elsewhere than on the place in question. The digitalization of points of sale (websites) has not spared the luxury sector, although it has taken its time to appropriate it. In 2019, it was established that luxury and digital experiences are not mutually exclusive. However, the notion of sharing specific to social networks contrasts with the idea of individuality that arises from the unique experience lived by a person in a space dedicated to luxury.
It then becomes relevant to ask how this sharing benefits both the person who posts, the users affected by the message, and above all, the luxury brands concerned.
Our analysis focuses on luxury stores based in Paris, representing emblematic places for brands (flagships).
We chose to focus on the most influential accounts sharing their publications from 9 luxury stores in Paris: Armani (Saint Germain des Prés), Cartier (Place Vendôme), Chanel (Rue Cambon), Givenchy (Avenue Montaigne), Givenchy (Avenue Montaigne), Givenchy (Avenue Montaigne), Givenchy (Avenue Montaigne), Givenchy (Avenue Montaigne), Givenchy (Avenue Montaigne), Givenchy (Avenue Montaigne), Givenchy (Avenue Montaigne), Givenchy (Avenue Montaigne), Givenchy (Avenue Montaigne), Givenchy (Avenue Montaigne), Givenchy (Avenue Montaigne), Givenchy (Avenue Montaigne), Givenchy (Avenue Montaigne), Givenchy (Avenue Montaigne), Givenchy (Avenue Montaigne), Givenfrom Faubourg Saint Honoré), Louis Vuitton (Place Vendôme), Chanel (Place Vendôme), Chanel (Rue Cambon), Givenchy (Avenue Montaigne), Hermès (Avenue Montaigne), Hermès (Avenue Montaigne), Hermès (Avenue Montaigne), Hermès (Avenue Montaigne), Hermès (Avenue Montaigne), Hermès (Avenue Montaigne), Hermès (Avenue Montaigne), Hermes (Avenue Montaigne), Hermès (Avenue Montaigne), Hermès (Avenue Montaigne), Hermès (Avenue Montaigne Place Vendôme), Ralph Lauren (Saint Germain des Prés), Tiffany & Co Yves Saint Laurent (Avenue Montaigne) and Celine (Avenue Montaigne), and Celine (Avenue Montaigne), and Celine (Avenue Montaigne).
We extracted all the publications sharing these places over a period of one year (September 2018 to September 2019), then we studied a sample of the most engaging posts (with the most likes and comments), qualifying both the posts and the accounts that shared them.
In a second step, we looked at a sample of “ordinary” accounts that published from stores, in order to analyze the same criteria used for influencers.
At a time when we find all sorts of rankings listing the most “Instagrammable” * places in cities, and especially, at a time when the term “Instagrammable” is part of a marketing vocabulary in its own right**, we have chosen to focus on the use of location sharing on the application.
By notifying their presence in a luxury store, the user shares two ideas: they first express their belonging to an exclusive world at a specific moment, and at the same time offer their community the opportunity to express themselves on this belonging.
What are the origins and characteristics of these influential accounts? What is the nature of their publications via these places and what do they highlight? What are the most popular types of publications?
We also analyzed how these stores benefit from these different posts by focusing on the stores that are the most shared and have the most engagement.
Also, it is essential to question the origin and publications of more “ordinary” accounts, which were not “selected” in our analysis based on engagement. Are we seeing the same trend?
Finally, in what ways can these places benefit from these shares?
The posts of fashion, lifestyle and travel influencers are the most engaging
Here are the results of our analysis concerning the origin of the most influential accounts that shared their presence from these iconic places:
81% of the people who posted posts are women and 57% are between 25 and 34 years old. Half are fashion, beauty, lifestyle, and travel influencers, with an average of 736K subscribers. These influencers mostly work with brands and make a living from their business.
Nearly a quarter of these accounts are personalities known to the public or showbusiness: actors, singers, models, TV hosts.
Nearly half of the most influential accounts are verified (professional) accounts, which means that the publications have brand image issues and are thought out in a strategic way.
39% of the most engaging posts come from fashion, beauty, lifestyle, and travel influencer accounts.
32% of the posts were published by public figures from show business (actors, singers, models, TV hosts).
Finally, it should be noted that 19% are accounts of people from the design and art world (stylists, artists, photographers, graphic artists, designers). This concept of creation therefore remains important and underlines the strong link with the luxury sector.
Places of Experience are the Key
The posts that work the most in terms of engagement (likes and comments) correspond to photos taken in the store (29%), in a space that is most often “instagrammable”: mythical corners specific to the brand, very visual fitting area, very visual fitting area, very visual fitting area, overview, charted merchandising.
20% of the photos with the most likes and comments are taken in spaces of experiences related to taste or in places that allow a reconnection to nature: restaurant, terrace, garden. It is interesting to note that these are places that offer the customer a unique experience through the space and not through the product.
[caption id="attachment_3501" align="aligncenter” width="1200"]
Example of a post highlighting the experience space [/caption]
Moreover, the sharing of publications by promoting the luxury product corresponds to 14% of total commitments. The experience through the senses is then privileged.
The influencer acts in 96% of cases when it comes to Instagrammable store space, in 92% of cases when it comes to places of experience, and in 63% of cases when it comes to places of experience, and in 63% of cases when he highlights the product.
Its presence then remains essential, especially in the context of space and scenography.
15% offer a photo of the store facade, on which a visual sign of the brand is present. Of these photos, 84% also feature the influencer. Here too, her visual involvement is necessary in this type of sharing with her community.
[caption id="attachment_3486" align="aligncenter” width="1200"]
Facade of the Louis Vuitton store [/caption]
9% of the photos relate to a particular event organized by the brand, and only 6% corresponds to the enhancement of purchases (the product is not visible, only the bag with the recognizable logo is highlighted).
The average engagement (likes and comments) is 15.4K for all users who shared via locations and 263K for our sample of the most engaging posts.
We selected a sample of publications from “ordinary” accounts to see if the lessons followed the same trend. The result is a stronger artistic presence compared to the most influential accounts because 63% of engagement comes from fashion, lifestyle, travel accounts and 28% from accounts belonging to stylists, artists, photographers, photographers, photographers, photographers, photographers, photographers, photographers, photographers, photographers, photographers, photographers, photographers, photographers, graphic designers, designers.
In addition, we observe a balance between accounts that highlight the user and those that choose not to be visually part of the publication, unlike users of influential accounts who put themselves forward almost systematically.
Chanel, Hermès and Ralph Lauren are the most engaging stores in our study
Chanel represents 33% of the number of publications, Hermès, 29%, and Ralph Lauren, 22%. In terms of commitment, 32% of the publications that make the community react the most are posts shared via the Hermès store, 29% via Chanel and 18% via Ralph Lauren.
These three stores are therefore among the top 3 in our selection.
Let's then look at the nature of the most engaging publications from each of these points of sale:
Those shared from the Chanel store are more than 1/3 of the photos taken in the boutique space, highlighting the place of experience, more than the products or purchases. 18% corresponds to posts highlighting the monument, the facade of the store.
[caption id="attachment_3492" align="aligncenter” width="1200"]
More than 1/3 of the publications come from the boutique area of the Chanel point of sale. [/caption]
36% of the most engaging publications shared from the Hermès flagship are taken from the garden and terrace. 28% are dedicated to promoting the product.
[caption id="attachment_3494" align="aligncenter” width="1200"]
The green space in the Hermès store represents 36% of all likes and comments. [/caption]
As for Ralph Lauren, the most successful posts were photographed in the restaurant setting that the store offers. These represent 40% of the total commitment. 30% concern the facade of the store.
[caption id="attachment_3495" align="aligncenter” width="990"]
Publications from the restaurant Le Ralph from the Ralph Lauren flagship represent 40% of the commitment. [/caption]
Here again, the idea of the space in which the unique experience of luxury is lived is present. Influencers share the exclusivity they experience at a given moment with their community, through frameworks dedicated to service. The link with the senses is confirmed and the relationship with the brand is made through the scenography, the privileged space, the reconnection to nature and gastronomy.
The product comes in a second step. It is the experience that comes first.
However, a large part of the photos taken in the terrace/garden space at Hermès include the brand logo clearly marked on the interior facade. Sharing is then also based on a recognizable and visual sign attached to the luxury home.
The Emotion Space: An Opportunity for Points of Sale
This analysis confirms on the one hand that the transcription of a luxury experience is achieved through the place and not through the product, and on the other hand, the need for luxury brands to work with influencers due to the receptivity of communities.
It is also interesting to note that the emotion experienced individually extends, thanks to social sharing and arouses interest. It is then an opportunity for points of sale. The scenography, designed in terms of the customer journey, must also integrate the Instagram format.
[caption id="attachment_3496" align="aligncenter” width="1120"]
The posts dedicated to the shop space (excluding the garden, restaurant) feature carefully selected decorative elements, such as fireplaces, stairs, walls (tapestries, paintings), sofa area. Mirror games are also appreciated and allow aesthetic and visual photos. [/caption]
* http://www.influenth.com/lieux-photos-instagram-paris/
** https://lehub.laposte.fr/tendances/instagrammable-nouveau-mot-ordre-experience-client
