In a sector that has historically been discreet, codified and elitist, digital transformation has imposed a major change: luxury houses must now exist and shine online, while preserving their DNA. This is where the luxury Community Manager comes in, a professional as creative as he is strategic, capable of combining elegance with digital engagement.
The Community Manager in the luxury goods industry is responsible for :
In a world where attention is scarce and precious, this professional is the link between the brand and its audiences, especially the new generations.
According to a study by Bain & Company, the global luxury goods market will reach 580 billion euros by 2030, driven largely by generations Y and Z... who are very active on social networks.
And according to a LinkedIn survey, Social Media Manager and Community Manager jobs will be among the 20 most in-demand digital professions in 2024.
Digital trends in luxury are evolving as customers live in the digital age, so the luxury industry needs to adapt.
The luxury CM does more than simply publish content. He or she develops a strategy consistent with the brand's DNA, in line with the objectives of brand awareness, image and even conversion (luxury e-commerce, in-store invitations, etc.).
Example: Choosing the right platforms (Instagram, TikTokLinkedIn, Pinterest), premium editorial calendar, calibrated brand tone.
In the luxury goods industry, every image, video and word counts. The Community Manager produces (or coordinates the production of) content that is aesthetically pleasing, elegant, in line with luxury codes and aligned with artistic direction.
Example: shootings, reels, story animations, collaborative content with artists or influencers.
The Community Manager responds to comments, messages, reactions... but with politeness, subtlety and a sense of service, even online. The relational excellence of luxury must translate right down to community management.
Example: personalized responses, intelligent moderation, detection of spontaneous brand ambassadors.
The CM in the luxury goods industry identifies and negotiates partnerships with profiles in line with the company's image. He favors quality over quantity, often working with micro- or macro-influencers with strong affinities.
Example: invitation to a fashion show, dispatch of exclusive pieces, takeover of an official account.
The CM constantly monitors the brand's mentions to maintain a perfect e-reputation, analyzes the fallout, warns of any potential crisis and adjusts the message if necessary.
Tools: Brandwatch, Hootsuite, Mention, Google Alerts...
Using precise KPIs (engagement, reach, click-through rate, shares, etc.), it measures the effectiveness of actions carried out, particularly in the context of social networks, and proposes optimizations.
Example: weekly/monthly reporting, format recommendations, adjustment of publication times.
The CM needs to be at the cutting edge of social networking trends (emerging formats, hashtags, generative AI, augmented reality...) while keeping an eye on the competition in the luxury world.
Example: integrate an immersive Instagram filter, test NFT or metavers collabs, detect a new TikTok format.
The salary of a Community Manager in the luxury goods industry varies according to experience, company size, level of responsibility and geographical area.
At Crews, we believe that tomorrow's digital talent must combine technical skills, strategic creativity and industry understanding. This dual competence in digital and luxury is the closest we can come to meeting business needs.
Our long online and live training courses are led by luxury and digital professionals. They can be adapted to the pace of each individual and are designed to help you succeed in your studies: initial or sandwich courses, with individualized support.
We also offer short courses (7h-21h) for professionals combining Digital and Luxury to address the issues you face.
A community manager's mission is to animate, federate and develop an online community around a brand or company. They create content (posts, stories, videos), plan publications, interact with subscribers, manage moderation, set up social media campaigns and analyze performance via reporting tools. They play a key role in digital communication strategy and e-reputation management.
The role of a manager in the luxury sector is to steer the sales, marketing and operational strategy of a luxury brand or outlet. He/she oversees the excellence of the customer experience, supervises teams, develops sales, ensures compliance with luxury codes (refinement, exclusivity, storytelling) and collaborates with prestigious partners. He or she may also be involved in international development, VIP event management or collection launches.
The remuneration of a community manager varies according to experience, sector and company size. In France, the average entry-level community manager earns between €26,000 and €32,000 gross per year. With several years' experience, this salary can rise to €40,000 or more, particularly in dynamic sectors such as tech or luxury goods. Specialized community managers who progress to Social Media Manager positions can earn more than €50,000 a year.
A luxury manager's salary depends on the position held (store manager, brand manager, luxury communications manager...), the brand and its international reach. On average, a manager in the luxury sector earns between €45,000 and €70,000 gross per year. For senior profiles or managers working for LVMH, Kering, Richemont or Chanel, salaries can reach more than €100,000 gross per year, with bonuses and benefits in kind (company car, travel, exclusive invitations, etc.).
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