If there was one way to tell the world that you liked Gucci,Louis Vuitton or a BMW,it was to own it. Not anymore. Now,all you have to do is click ‘like’ on social networking pages of brands. “And you are a part of the ‘it’ group and have the latest updates on catalogues and collections,” reels Pratibha M Sahi,a Chandigarh-based designer,who supplies to stores like Aza and is amongst the 6.4 million fans of Burberry.

Over 5.8 million fans flock to the official page of Lacoste on Facebook,while 5.6 million fans of BMW (Global) talk about their experience with luxury and debate on new designs. “The high-end brands engage with their followers. The result is that they get over 3000 interactions,a mere 30 minutes after posting a picture of new handbag or car,” says Abhas Goyal,a software engineer with Tech Mahindra. As Luxury Digital Innovation Forum held in New York stated,“This year’s ‘it’ product is not a handbag or a watch,but innovative social media initiatives”.