Burberry, Vuitton and Chanel can learn from fan-built Facebook pages in emerging markets

Burberry, Vuitton and Chanel can learn from fan-built Facebook pages in emerging markets

Monitoring fan-built communities can help brands identify up-and-coming markets and understand consumer perception of the brand in these countries.

Thailand has been hailed as the next promising luxury goods market, a trend which is already reflected in online consumer behaviour. A number of fan-built communities have emerged for brands such as Chanel, Burberry, Louis Vuitton and Lamborghini. Thai fans of the brand use these pages to share content in their own language, reflecting the importance of localised content.
 
Analysis shows that the unofficial communities in Thailand tend to be more engaged than the brands' official global pages. In addition, brands can learn from the topics fans discuss in these communities. Analysis of the topics discussed on Louis Vuitton Thailand, the largest luxury fan-built page, shows that Thai fans tend to share pictures of bags and purses they have bought, but only a small proportion of the content is about new collections and campaigns. This suggests Vuitton could benefit from having its own official local page to steer the conversation and perception of the brand.
 

Fan-made communities are more actively engaged:

  • Local, fan-made communities tend to be more engaged: Whilst they are mostly much smaller communities than the official global brand ones, they are often much more actively involved. This is partly due to the content being more accessible and in their local language

New collections and campaigns make up a low proportion of content on Louis Vuitton's fan-made page:

 

  • 57% of content comes from fans sharing pictures of bags and purses they've bought: Whilst this gives Louis Vuitton insight into what consumers are talking about in relation to the brand, it also highlights the fact that new collections and campaigns make up a low proportion of content, and that there is an opportunity for Louis Vuitton to create an official space where they can steer the conversation

 

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