Luxury Fashion Brands Embracing the Digital: An Exploratory Study to Unfold the Success Strategy

Abstract

The era of digital environment and digital convergence has examined a paradigm shift in the marketing world of luxury fashion brands. Luxury fashion brands are showing keen interest in comprehending digital transformation to create omni-channel experience for the shoppers. The utmost purpose of this study is to explore the digital strategies luxury fashion brands are embracing and their influence on the brand's performance. The data has been collected and analysed by reviewing various secondary data sources such as journal articles and combined with case studies of leading international luxury fashion brands. The research design of the study is exploratory in nature. During research it was found that the ‘right’ digital strategy differs for every brand: it can be a well-designed user friendly website or banner ads, going mobile or engaging customers through social media, new content or imagery. This paper is first of its kind study and will be beneficial for marketing practitioners in devising their digital strategies; for researchers and academicians the study will unfold an opportunity to look at the subject as a field of consumer studies.