How luxury brands manage their image in the age of digital interaction

Behind the immaculate displays of social platforms lies a challenge: maintaining an impeccable image while managing a tide of user-generated content (UGC) and sometimes toxic comments. Luxury Houses, like Chanel or Dior, have forged strong connections with their community, transforming their social networks into true launchpads for inspiration and interaction. At Paris Fashion Week 2024, the flurry of photos, videos, and live shows energized Instagram, TikTok, and similar platforms. But beyond the glitter and the likes, these spaces sometimes teem with spam, inappropriate remarks, or even malicious content. As Charles Cohen, CEO of Bodyguard, highlights, among the 2.6 million comments analyzed for luxury brands, "107,000, or around 4%, were flagged as toxic". The landscape is clear: online moderation becomes essential to safeguard this precious brand image.

With the rapid rise of social shopping, generating $570 billion in 2023, brands can no longer settle for a simple online presence. UGC (user-generated content) directly influences public perception and sometimes even sales. 87% of companies saw an increase in their numbers thanks to these fan-created contents. But this enthusiasm comes with risks. Between harsh criticism and spam, each interaction can, in real time, shift from a fruitful exchange to a reputational nightmare. Therefore, it is crucial for Luxury Houses to deploy effective monitoring and moderation solutions to filter harmful content while promoting constructive dialogue. As Cohen points out, "it is important to deploy a real-time monitoring and moderation solution that allows everyone to express themselves freely while preventing the spread of toxic content".

In this delicate balance, the line between preserving an impeccable image and freedom of expression is thin. Moderation, far from being an act of censorship, should aim to protect the community from excesses without stifling legitimate criticism. "Everyone should be able to express their honest opinions, even if it means the brand is criticized", reminds Charles Cohen. Luxury Houses, as guardians of creativity, must therefore juggle between moderation and openness while staying attuned to emerging trends. Through intelligent audience analysis, they can capture subtle signals, anticipate expectations, and reinvent their offerings to stay at the forefront. "Luxury Houses can thus be on constant watch for new consumer expectations", concludes Cohen. So the remaining question is, how far are these Houses willing to go to protect their aura while fostering innovation?