Retaining the Cachet of Luxury Fashion Brand’s in Social Media through Storytelling and Narratives

Abstract

This study intents to discover prevalent reality of luxury brands in social media platform to identify the relevant aspects pertains to luxury consumers. During the study it was found that there is dramatic changes in luxury business landscape. The study has incorporated Qualitative study i.e., content analysis of top 5 luxury fashion brands namely Nike, Hermes, GUCCI, Adidas and Louis Vuitton as rated by BRANDWATCH INDEX- Q4 2019 FASHION INDEX across social media platform. The study has found that these luxury companies have showcased their brand philosophy and heritage which reflects the brand journey by formulating principles of storytelling and creative advertising campaign along with social media events displaying celebrities as well as virtual collections by these five luxury brands. JEL Classification: M31, M37