Snapchatters love luxury fashion and quality

Snapchatters love fashion and aren’t afraid to spend more money on it. They are also quite willing to experiment when it comes to shopping and see the quality of a product as the most important purchasing criterion.

Snapchat took a closer look at its own users and compared the results to data collected by the Global Web Index from more than 30,000 consumers living in Germany. The results: Compared to other consumers, Snapchat users are generally much more interested in fashion (44 percent compared to 28 percent compared to non-Snapchatters).

Snapchatters are also particularly willing to experiment: 36 percent of them said they like to test new products before anyone else (non-Snapchatters: 22 percent). 27 percent of all Snapchatters also regularly treat themselves to luxury products, compared to only 11 percent of the rest of the population.

25 percent of Snapchatters do not buy the luxury products for themselves, but to give gifts to others.

Reasons for the purchase decision

When deciding to buy, quality is the most important argument for Snapchatter (70 percent) – ahead of design (55 percent) and price (41 percent). For 54 percent of the app users, the perceived joy is also in the foreground (54 percent) – they like to treat themselves to something.

The conclusion of Timo Thomsen, Marketing Science Lead DACH at Snap Inc.: “Snapchatters are particularly enthusiastic when it comes to new trends. 70 percent of them have bought a luxury fashion item in the last twelve months – this is an enormous figure and shows that you can’t neglect this young target group if you want to remain relevant as a luxury brand today.”

Snapchatters would expect brands to communicate about the premium quality, the product itself, but also its creation process and also to convey a touch of exclusivity. All of this should be done for them online and as interactively as possible.

The most popular brands

Luxury brands that are popular with users: 23 percent have purchased a Tommy Hilfiger product in the past twelve months. Closely followed by Calvin Klein (18 percent) and Hugo Boss (13 percent). Fourth and fifth are Lacoste (9 percent) and Ralph Lauren (8 percent). In the area of ​​jewelry and accessories, Michael Kors (9 percent) is ahead by a nose.

Incidentally, 66 percent of Snapchatters mainly buy their luxury and premium products online. Almost one in four (24 percent) do so after seeing an ad on Snapchat, according to Snap.

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