LONDON — Brands should prioritize media and influencers who authentically connect with their target customers or those who reach beyond their immediate communities into the broader social media web, according to a new report from WeArisma, an influence analytics agency.
WeArisma said the global luxury industry doubled down on high-profile personalities and partnerships to offset lukewarm revenue performance in 2024, with global earned media value up 16 percent year-over-year across fashion.
But engagement flatlined, down 1 percent year-over-year. Brand resonance and virality were also down 10 percent and 8.5 percent, respectively, in fashion, despite an overall 8 percent increase in exposure.
WeArisma said resonance showcases the percentage of consumers interacting with influencer content compared to the total number viewing it, while virality tracks the extent to which influencer content spreads beyond their immediate audience.
Advocacy and loyalty, which show the percentage of influencers consistently posting about a brand over time, strengthened in 2024 with a 9 percent year-over-year increase in mentions and a 15 percent boost in posting frequency.
Yet engagement softened, with a 1 percent decline year-over-year. WeArisma said it indicated changing consumer interaction patterns and content preferences.
A torchbearer runs past Pont Neuf during the opening ceremony of the 2024 Paris Olympic Games.
Maddie Meyer/Getty Images/Courtesy of Louis Vuitton
Dior, Louis Vuitton and Cartier were top performers across resonance, virality, earned media value and advocacy, said WeArisma, adding that their success showed that cultural relevance is cultivated through meaningful cultural associations and nuanced campaigns.
“Dior and Louis Vuitton took center stage at the Olympics, expanded their reach in East Asia and amplifying diverse voices while maintaining brand consistency. Cartier strengthened its position by partnering with Asia Pacific ambassadors like Jisoo Kim and iconic figures such as Monica Bellucci, reinforcing its aspirational brand image and regional appeal,” WeArisma said in the report.
Looking at single metrics, Lanvin and Queelin drove the highest resonance, while Ralph Lauren and David Yurman stood out in virality.
WeArisma said Lanvin shined with its diverse and multifaceted brand positioning and Queelin reinforced resonance through a strong presence in East Asia and China.
Ralph Lauren’s virality score was achieved by leveraging the associations and credibility of major cultural events such as the Olympics and the U.S. Open. David Yurman relied on trendy ambassadors like Alex Consani and Sabrina Carpenter to spread the brand name to a wider audience.
Enhypen, from left: Sunoo, Ni-ki, Sunghoon, Jungwon, Heeseung, Jake and Jay.
Michael Buckner/WWD
When measured by projected earned media value generation, WeArisma said the 2025 top 10 global voices in luxury include South Korean boy band Enhypen, Jisoo Kim, Nicki Minaj, Felix Lee, Kim Kardashian, Ariana Grande, Anne Curtis Smith, Kendall Jenner, Kylie Jenner and Rosé Park.
The report noted that while some influential voices, particularly in Asia Pacific, maintain strong engagement with their immediate audiences, their reach rarely extends beyond these communities.
WeArisma said conclusions in the report were drawn after examining 1,748,633 conversations, 90 brands, and 168,903 verified influential accounts across 64 markets, eight platforms, and nine key metrics, with the help of AI-powered video and image recognition to detect brand-related content, even when brands were not tagged or mentioned.
Looking at 2025, WeArisma said entertainment is now a key part of the luxury marketing strategy. Successful campaigns tied to cultural moments, like the Olympics, music albums like Charli XCX’s “Brat,” or movie launches like ‘Wicked,” appeal to both broad and niche luxury audiences.
Among trends like luxury going into wellness and athleisure, the power of the red carpet, and sports personalities at shows, WeArisma believes that luxury consumers are looking for fresh, unexpected viewpoints. Alix Earle of Hot Mess and Kenz Lawren, which both provide behind-the-scenes luxury show glimpses as prime examples, were name-checked in the report.
