SOCIAL  AURA

Luxury brands were right to be skeptical of influencer marketing. For years, the practice meant gifting suites, discount codes, and a rotating cast of creators promoting a protein powder one day and a five-star resort the next. None of it looked like luxury, and most brands that valued their image kept a careful distance. That distance is now costing them. Nearly 80 percent of luxury buyers engage with content from social personalities before making a purchase, and the influe