Luxury brands are a case of its own when it comes to social media marketing. Most of the well-established brands gained their recognition through traditional media long before the birth of social networking sites. Although quite late, most luxury brands have by now entered the social media sphere. For instance, Chanel, which has been on Twitter since 2011, only last year discovered the power of photo sharing, when creating the Chanel Official Instagram page (Heine, 2014).