Luxury goods consumers, it turns out, want to connect online with their favorite brands, but these marketers keep engagement to a minimum—and apparently for good reason.
Research by advertising agency Wong, Doody, Crandall, Wiener, given exclusively to Adweek, shows that while consumers flock to the Facebook pages of luxury labels listed in the recent Interbrand’s 2010 Best 100 Global Brands report, these brands are mostly unresponsive. In most cases, they do not even allow fans to post on the brand’s Facebook pages.
Examining data collected in November 2010, the agency compared luxury goods with fast-moving consumer goods, looking at the 84 official fan pages that existed for both among Interbrand’s global top 100.
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