Too Cool for Facebook?

Facebook is continuously growing in popularity each day.  Brands from all industries are creating fan pages to connect with consumers online.  A study conducted recently showed that fast moving consumer goods were more likely to allow postings and respond to them than luxury goods.

Why is that?

Luxury goods want a reputation of exclusivity and elusiveness.  Consumers of luxury brands buy these products to feel like they are members of an elite group of people.  Luxury brands do not feel the need to communicate via Facebook because they have proven they don't have to.  All of the marketing rules tell brands to talk to consumers and get feedback, luxury brands are an exception to this rule.

In the long run, luxury brands will always be popular regardless of customer service and communication with consumers.

Check out the article:

http://www.adweek.com/news/advertising-branding/luxury-brands-remain-aloof-facebook-131538