Highsnobiety's Luxury Report 2025: Micro-Influencers, Inclusivity Drive Industry Shift
Highsnobiety's Luxury Report 2025, marking the platform's 20th anniversary, unveils new rules for the luxury industry. The study, conducted in collaboration with Boston Consulting, surveyed 1,000 global 'Cultural Pioneers' who are younger and buy more luxury goods than average. Key insights highlight shifts towards micro-influencers, inclusivity, and unconventional marketing strategies.
Micro-influencers, with smaller but dedicated followings, are gaining traction. Consumers expect them to both inform and entertain. Luxury brands are moving away from celebrity endorsements and traditional fashion schedules. Instead, they're embracing influencer brand representatives and unique release strategies, like Phoebe Philo's label launch in October.
The report reveals a desire for inclusivity. 53% of respondents felt the luxury industry excludes minorities. Brands like Telfar and Sinead O'Dwyer, which engage with overlooked communities, are praised. Collaborations are now 'desirability initiatives', with luxury brands partnering with mass market retailers. Successful brands, such as Miu Miu, Bottega Veneta, and Prada, are embracing story-centered collaborations and tangible inclusivity in their messaging to build fandom. Online norms are changing, with brands gaining fans who've never bought their products before, as seen with Aime Leon Dore's Instagram presence.
The Highsnobiety study underscores the luxury industry's evolution. Micro-influencers, inclusivity, and unconventional marketing strategies are the new norms. Brands embracing these changes, like Miu Miu, Bottega Veneta, and Prada, are leading the way in a more fragmented, consumer-driven luxury landscape.
