PARIS: Big-spending luxury brands like Gucci, Louis Vuitton and Christian Dior are splashing out on everything from dance-fuelled fashion shows to teams of advisers as they target social media platforms in the hunt for young shoppers.
Without the entry barriers of magazine advertising – where a one page glossy ad can cost tens of thousands of dollars – sites like Instagram, a fashionista favourite, have allowed unknown labels to find an audience with canny or eye-catching campaigns.
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