Abstract
This research intends to discover what the current strategies in digital marketing that are being carried out by brands in the luxury fashion sector are. It is intended to identify the most relevant aspects in the interaction of brands with their audiences in a digital and mobile environment, for which qualitative techniques have been used, through content analysis and in-depth interviews. We have found that, among others, the principle of "storytelling" is one of the key strategies in digital marketing, this principle is found in video marketing strategies, social media, events and exhibitions open to the public, which seek to interact with public and show its history.
Highlights
New technologies have been a challenge for all sectors, forcing marketers to rethink the most appropriate ways to reach increasingly younger audiences who are much more accustomed to the use of mobile devices and interaction with brands
Luxury brands have reinvented their marketing and business strategies to adapt and approach emerging markets eager to consume luxury fashion, which is why digital marketing becomes an essential tool for the communication of leaders luxury brands with their audiences, especially the younger ones [2] and many of them still resist the sale online considering as a path not adapted to the criteria of the luxury experience, digital marketing becomes important in each of their strategies, helping in brand awareness, consumer interaction and purchase motivations [2]
The selection of the brands analyzed was carried out taking into account the results of the Brandz 2015 ranking of Milldward Brown [3], which presents the most valued brands at international level, completing this selection with a study of the brands with more interaction in the social networks between January and June 2015 published by Digital Luxury Group (DLG) [4], these data were contrasted by the number of followers in social networks like Instagram and Facebook to arrive at a list of the brands with greater mobile interaction and followers: Prada, Chanel and Louis Vuitton
Summary
New technologies have been a challenge for all sectors, forcing marketers to rethink the most appropriate ways to reach increasingly younger audiences who are much more accustomed to the use of mobile devices and interaction with brands. The production of luxury goods is sometimes guided by multi-brand strategies in large companies that do not always take into account what is a priority for their consumers. Beverland [1] argues through his research that the luxury brand is based on trends, culture, history, product integrity, commercialization and support. In some cases it is the design and not the brand which is important in the marketing of luxury items. Luxury brands have reinvented their marketing and business strategies to adapt and approach emerging markets eager to consume luxury fashion, which is why digital marketing becomes an essential tool for the communication of leaders luxury brands with their audiences, especially the younger ones [2] and many of them still resist the sale online considering as a path not adapted to the criteria of the luxury experience, digital marketing becomes important in each of their strategies, helping in brand awareness, consumer interaction and purchase motivations [2]
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