The WeArisma 2025 Luxury State of Influence Report Reveals Transformative Shifts in The Luxury Marketing Landscape
Times have changed, and so have consumer preferences, leading to a departure from what good looks like.?To evaluate earned media partnership efficacy this new era requires a new way of thinking about success.
Influential voices have delivered outstanding Ripple Impact for the world’s top-performing luxury brands, collectively reaching and engaging far more consumers than brand owned social media channels. They:
Today, community and Resonance building should be at the heart of every brand’s earned media strategy to grow and defend market share. Social-first challengers are making waves, pushing brands to rethink how they reach, acquire, and retain customers - demanding a deeper analysis of what works and what doesn’t.
While metrics like EMV are well suited for showing which brands spend the most on exclusive partnerships, they don't necessarily show those driving the highest Resonance and Virality - both necessary to defend and grow market share as new entrants challenge the status quo.?
Our newly launched Luxury State of Influence 2025 interactive report analyses earned media performance and benchmarks across luxury fashion, fine jewelry, and watches. It reveals how brands like 迪奥 , 路易·威登 , and 卡地亚 go beyond reach to drive real impact - building Resonance, cultural relevance, and lasting influence.
"Traditional metrics alone no longer tell the complete story," says WeArisma CEO Jenny T. "The luxury sector is witnessing a paradigm shift where Resonance and authentic connections have become paramount to success."
The interactive nature of our report allows users to explore key performance metrics, compare data globally, and identify leading brands within the luxury industry. It serves as an essential resource for luxury brand executives, CMOs, and digital directors looking to optimise their influence strategies for 2025 and beyond.
To access the full Interactive Report and discover how WeArisma can elevate your brand's influence strategy, visit 2025 Luxury State of Influence.
Key Takeaways:
Overall global luxury brand EMV and Advocacy rise with room for improvement across Resonance and Virality.?
The global luxury industry is doubling down on high-profile personalities and headline-grabbing partnerships to offset lukewarm revenue performance in 2024, with global Earned Media Value rising by 16% YoY across fashion and 11% across fine jewelry and watches. Advocacy and Loyalty are also strengthened.
While the fashion conversation continues to buzz, with a 9% YoY increase in Mentions and a 15% boost in Posting Frequency, Engagement has softened (-1% YoY), indicating changing consumer interaction patterns and content preferences.
Brand Resonance is declining across fashion (-10% YoY) and remains stable across fine jewelry and watches, despite an overall 8% increase in exposure. Virality also remains a challenge, with fashion seeing an -8.5% decline YoY, while watches and jewelry hold steady.
Although some influential voices, particularly in APAC, maintain strong engagement with their immediate audiences, their reach rarely extends beyond these communities.
Christian Dior, Louis Vuitton, and Cartier are the standout brands, driving strong Resonance, Virality, EMV, and Advocacy.?
Their success showcases that cultural relevance is cultivated through meaningful cultural associations and nuanced campaigns.
迪奥 and 路易·威登 took center stage at the Olympics, expanding their reach in East Asia and amplifying diverse voices while maintaining brand consistency.
卡地亚 strengthened its position by partnering with APAC ambassadors like JiSoo Kim and iconic figures such as Monica Bellucci, reinforcing its aspirational brand image and regional appeal.
Lanvin and Qeelin drive the highest Resonance, while Ralph Lauren and David Yurman lead in Virality
LANVIN takes the lead in Resonance, standing out with its diverse and multifaceted brand positioning. Meanwhile, Qeelin reinforces Resonance through a strong presence in East Asia and China.
拉尔夫·劳伦 's impressive Virality score highlights how a brand can successfully expand its footprint by leveraging the associations and credibility of major cultural events such as the Olympics and US Open. Coupled with its presence at award seasons, NYFW, and its expansion into underwear and the APAC market, the brand has successfully elevated its appeal.
David Yurman , on the other hand, strategically leveraged trendy ambassadors like Alex Consani and Sabrina Carpenter to spread the brand name beyond the immediate communities of ambassadors.
Want More Insights??
Get access to your brand overview, including visibility on your Earned Media Value, Virality and Resonance score by booking a call with our team here.?
Stay tuned for our 2025 State of Influence report launching in March, which dives into nine industries, including beauty, technology, media, and more.
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