Conversation with Schanel Bakkouche, Retaining Exclusivity via Social Media

Luxury brands are increasingly under pressure to expand their market beyond their typical customer base, particularly to younger consumers. Many luxury brands turn to social media as a tool to achieve this objective. However, social media, by its very nature is not exclusive, and is characterized by its mass appeal, accessibility, and overall availability. According to Schanel Bakkouche, founder of SFB Creative as well as an editor and stylist for Vogue Publications, “Social Media contradicts the very concept of luxury.” So how do luxury brands avoid alienating their core customer, notwithstanding the lack of exclusivity that is available via social media, and more importantly, the consistency required around digital content distribution?