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Chanel Embraces Change on RedNote
In a monumental shift for luxury marketing, Chanel recently made its debut on RedNote, showcasing its fashion, jewelry, and watch lines. This pivotal move not only reflects the brand's acknowledgment of the platform's rising influence but also underscores a larger trend reshaping the luxury sector. Within just five short months of launching its account, Chanel has amassed nearly 60,000 followers, signaling a notable transformation from RedNote's earlier image as primarily a beauty-centric app for young women.
The Rise of Community-Centric Marketing
The RedNote Luxury Index 2025, produced by DLG, NewRank, and Xinhong, reveals that user-generated content (UGC) now dominates brand visibility on the platform. With high-end fashion brands now commanding a significant share of voice, the study demonstrates a clear shift in marketing strategy where community influence and authentic engagement take center stage. Brands are reallocating budgets and marketing efforts toward RedNote, recognizing its power in fostering genuine relationships with consumers.
Consumer Exploration vs. Immediate Purchase
Interestingly, luxury consumers on RedNote are typically at the beginning of their shopping journey. Unlike their beauty counterparts who search for specific products, luxury seekers are often browsing with general terms like "handbag" or "necklace." This trend emphasizes the need for brands to cultivate a robust online presence that inspires and educates rather than just pushing for immediate sales. With 90% of posts originating from everyday users, the community spirit on RedNote significantly influences purchase behaviors.
The Future of Influencer Collaboration
While many beauty brands successfully utilize influencer collaborations, luxury brands still lag behind, averaging only 10 posts featuring influencers each month compared to beauty brands’ 152.6. This discrepancy reflects luxury brands’ concern over maintaining their high-image standards. Yet, the forward-thinking ones, like Loewe, focus on "culture seeding" through partnerships with micro-creators to highlight brand values without direct product promotion. Such approaches may broaden their reach and foster deeper connections within the RedNote community.
Actionable Steps for Luxury Brands
As the landscape continues to evolve, luxury brands must find ways to integrate seamlessly into the RedNote community. They should prioritize engaging with users through relatable content and developing marketing strategies that coincide with consumer behavior. Building anticipation for key shopping periods and leveraging authentic voices within the community can enhance brand visibility and foster lasting consumer loyalty.
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