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Social Media is the #1 Way Millennial Buyers Discover Luxury Brands

Social Media is the #1 Way Millennial Buyers Discover Luxury Brands

Millennials are buying luxury goods, but their research and purchasing patterns are different than previous generations. Research firm Deloitte looked at global luxury brand discovery processes among Millennial buyers, and found social media was the top choice for brand discovery and research. This reflects what we’ve seen, especially on Instagram and Pinterest, where luxury brands consistently outperform their mass market competition. Fashion and brand websites, as well as print fashion magazines, are among the other top discovery methods.

2/3rds of the Buyer’s Journey Happens in Digital Spaces

Millennials have a well-documented preference for buying luxury and almost-luxury brands in physical stores. However, a significant part of the buyer’s journey happens on the phone.  Spending time appreciating the aesthetics of a brand, generally via Instagram or Pinterest, is a form of relaxation and recreation that in many ways preludes actual shopping.

[Tweet “62% of Millennials are more likely to be loyal to brands that engage with them on social media.”]

Engagement during the discovery phase is critical. In 2015, Forbes reported that 62% of Millennials are more likely to be a loyal customer of brands that engage with them on social media. Engagement means liking and responding to comments, as well as answering inquiries accurately, promptly, and in a brand appropriate manner.

Events that Trigger Luxury Purchases by Millennials

What makes Millennials stop scrolling and start in-store shopping? Often it’s an impending life event, such as a party or wedding. This is in keeping with previous generations, although these events do seem to be happening later and on a smaller scale than Gen X or Baby Boomers experienced. Other retail triggers include wanting to celebrate a large paycheck or to boost the mood when feeling low.

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office