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Digital Download: Doubling Down on Luxury at Facebook and Instagram

Women's Wear Daily -

PARIS — The days when luxury brands were reluctant to adopt social media strategies seem far away indeed, yet it was only four years ago that Morin Oluwole moved to France to spearhead Facebook’s luxury division. Since joining the social media giant in 2006, the Stanford graduate has seen the company grow from a staff of 150 to almost 30,000. Her unit, meanwhile, has expanded from two people initially to a network of support teams across the United States, United Kingdom, Italy, United Arab Emirates, Japan, South Korea and Hong Kong. As Facebook and Instagram have added new functionalities — amid a steady stream of controversy and scandal at the parent company — the platforms’ collaborations with luxury brands have bloomed: Louis Vuitton was the first house to use Instagram Stories, shooting exclusive video content to launch its spring 2017 men’s collection, while Dior was the earliest to adopt Facebook Stories after it launched in March 2017. The statistics suggest luxury brands are wise to engage with their customer base on Facebook, which counts 2.2 billion monthly active users worldwide, and Instagram, which has 1 billion. Luxury consumers have almost twice more followers and like three times more content than the average Instagram

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