When you think about luxury brands, you think of iconic names such as LVMH, Hermes, and Chanel, to name a few. These brands have been influential for decades and are built on a wealth of history and a wide range of products. Yet, the dynamics of brand creation and recognition are undergoing a seismic shift, driven by the transformative force of social media. Within the last 7-8 years, newcomers like Fenty Beauty, Kylie Cosmetics, Skims and Fabletics, have surged forth, aiming to forge brands that are unique and authentic.
Celebrities, with their established personal brands, have always been a significant force in shaping public perception. Traditionally, this influence sold tickets to movies, filled stadiums for sporting events, and drew crowds to music festivals. However, the rise of social media has privileged celebrities to engage with their fan base directly, transforming the way brands carve out their niche in an increasingly competitive market.
