Communicating luxury values in the digital age: an analysis on Instagram and TikTok

The thesis explores how luxury brands can communicate their values in the digital era through Instagram and TikTok, focusing on the balance between exclusivity, heritage, and prestige with entertainment-driven formats. By adopting the Integrated Marketing Communication (IMC) framework, the research investigates how these platforms serve as strategic touchpoints to reinforce brand positioning and consumer engagement. The empirical analysis examines Chanel, Louis Vuitton, and Hermès across the first quarter of 2025, highlighting differences in content strategies, influencer choices, and engagement dynamics. Results show that Instagram functions as a digital archive that amplifies the aura of luxury through curated visuals, while TikTok, with its participatory and viral logic, challenges brands to adapt without losing symbolic value. The findings confirm that consistency, synergy, and customer-centricity are crucial pillars for luxury IMC, and that formats such as Reels, Carousels, and influencer collaborations can strategically enhance awareness and positioning. Moreover, the study illustrates how the paradox of “Abundant Rarity” enables brands to be simultaneously exclusive and accessible, turning digital challenges into opportunities. Ultimately, the research demonstrates that Instagram and TikTok are not only compatible with luxury values but can serve as amplifiers of them, redefining the boundaries of brand communication in the digital age.