Hey big spender – how luxury brands are raising the stakes on Instagram

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.