nach oben

Erschienen in:

2021 | OriginalPaper | Buchkapitel

9. Digital Marketing in Luxury Fashion: From Crisis to Strength

verfasst von : Aster Mekonnen, Liz Larner

Erschienen in: The Art of Digital Marketing for Fashion and Luxury Brands

Verlag: Springer International Publishing

Einloggen

Aktivieren Sie unsere intelligente Suche, um passende Fachinhalte oder Patente zu finden.

search-config

KI-gestützte Suche

Aus

Abstract

Digital technology has a key role to play in elevating luxury fashion more so now than in the past. Historically, luxury fashion brands had been slow to embrace and capitalise on the opportunities related to the digital era but that has not been the case for their customers. Digital and online platforms are becoming more and more integrated into our daily lives with an excessive amount of our time being spent using the Internet and digital devices. Internet technology and social media are known to have substantial impacts on the operations and success of businesses. We are witnessing unprecedented technological transformations in the way in which organisations and society communicate. The COVID-19 pandemic has made for a challenging 2020, this chapter aims to provide a general understanding of the way luxury fashion brands are transforming their strategies to adapt to digitalisation in the industry to manage the crisis.

Sie haben noch keine Lizenz? Dann Informieren Sie sich jetzt über unsere Produkte:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

über 102.000 Bücher
über 537 Zeitschriften

aus folgenden Fachgebieten:

Automobil + Motoren
Bauwesen + Immobilien
Business IT + Informatik
Elektrotechnik + Elektronik
Energie + Nachhaltigkeit
Finance + Banking
Management + Führung
Marketing + Vertrieb
Maschinenbau + Werkstoffe
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

Jetzt informieren

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

über 67.000 Bücher
über 340 Zeitschriften

aus folgenden Fachgebieten:

Bauwesen + Immobilien
Business IT + Informatik
Finance + Banking
Management + Führung
Marketing + Vertrieb
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

Jetzt informieren

Vorheriges Kapitel Exploring the Emergence of Luxury Smartphones and Switching Behaviour

Nächstes Kapitel The Effect of Social EWOM on Consumers’ Behaviour Patterns in the Fashion Sector

Achille, A., & Zipser, D. (2020). A perspective for the luxury-goods industry during and after coronavirus. McKinsey & Company Report.

Aghaei, S., Nematbakhsh, A. N., & Farsani, H. K., (2012). Evolution of the World Wide Web: From Web 1.0 to Web 4.0. International Journal of Web & Semantic Technology (IJWesT), 3(1), 1–10.

Andjelic, A. (2020). The business of aspiration: How social, cultural, and environmental capital changes. Routledge.

Arrigo, E. (2018). Social media marketing in luxury brands: A systematic literature review and implications for management research. Management Research Review,41(06), 657–679.CrossRef

Benson, V., Ezingeard, J. N., & Hand, C. (2019). An empirical study of purchase behaviour on social platforms: The role of risk, beliefs and characteristics. Information Technology and People,32(04), 876–896.CrossRef

Bughin, J. (2013). Brand success in the era of digital Darwinism. Journal of Brand Strategy,2(4), 355–365.

Business of Fashion—BOF and McKinsey & Company Report. (2020). The State of Fashion 2020 Coronavirus update.

Chaffey, D., Ellis-Chadwick, F., Johnson, K., & Mayer, R. (2006). Internet marketing strategy, implementation and practice (3rd ed.). Prentice Hall FT.

Chaffey, D., Ellis-Chadwick, F., Johnson, K., & Mayer, R. (2012). Internet marketing strategy, implementation and practice (5th ed.). Prentice Hall FT.

Chaffey, D., & Smith, P. R. (2013). EMarketing excellence planning and optimizing your digital marketing (4th ed.). Routledge.

Clement, J., & Statista Digital Market Outlook. (2020). Worldwide digital population as of July 2020. https://www.statista.com/. Accessed July 8, 2020.

Dahl, S. (2018). Social media marketing—Theories & applications (2nd ed.). Sage.

Danziger, P. N. (2005). Let them eat cake; marketing luxury to the masses—As well as the classes. Dearborn Trade Publishing.

DeGruttola, M. (2017). Consumer content report: Influence in the digital age. https://stackla.com/resources/press-releases/stackla-survey-finds-authenticity-drives-brand-affinity-and-consumer-created-content-influences-purchases/.

Deloitte. (2016). Global powers of luxury goods 2016—Disciplined innovation.

Dorie, C. (2012). The end of the expert: Why no one in marketing knows what they are doing. News Archive. Retrieved November 11, 2013 from http://www.forbes.com.

‘Enabling the good life’ by sustainablebrands.com. (2020). https://insights.sustainablebrands.com/full-report/.

Grech, V. (2020, May). Unknown unknowns—COVID-19 and potential global mortality. Early Human Development, 144. https://doi.org/10.1016/j.earlhumdev.2020.105026.

Hayes, G., Stephens, M., & Global Health Security Team. (2020). Coronavirus can be over in under two years, says WHO chief. The Telegraph. https://www.telegraph.co.uk/global-health/science-and-disease/coronavirus-news-covid-19-cases-deaths-lockdown-uk-quarantine/. Accessed September 2020.

He, H., & Harris, L. (2020). The impact of Covid-19 pandemic on corporate social responsibility and marketing philosophy. Journal of Business Research, 116, 176–182.

Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualisation, scale development and validation. Journal of Interactive Marketing,28(02), 149–165.CrossRef

Husted, S. W., & Whitehouse, F. R. (2002). Cause-related marketing via the World Wide Web: A relationship marketing strategy. Journal of Nonprofit & Public Sector Marketing,10(1), 3–22.CrossRef

Kapferer, J., & Bastien, V. (2009). The specificity of luxury management: Turning marketing upside down. Brand Management,16, 311–322.CrossRef

Kapferer, J. N., & Valette-Florence, P. (2016). Beyond rarity: The paths of luxury desire. How luxury brands grow yet remain desirable. Journal of Product and Brand Management,25(02), 120–133.CrossRef

Keller, K. L. (2009). Managing the growth trade off: Challenges and opportunities in luxury branding. Brand Management,15(5–6), 290–301.CrossRef

Kim, A.J., & Ko, E. (2010). Impacts of luxury fashion brand’s social media marketing on customer relationship and purchase intention. Journal of Global Fashion Marketing, 1(03), 164–171.

Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research,65(10), 1480–1486.CrossRef

Ko, E., & Megehee, C. M. (2012). Fashion marketing of luxury brands: Recent research issues and contributions. Journal of Business Research,65(10), 1395–1398.CrossRef

Lamberton, C., & Stephen, A. T. (2016). A thematic exploration of digital, social media, and mobile marketing: Research evolution from 2000 to 2015 and an agenda for future inquiry. Journal of Marketing,80(6), 146–172.CrossRef

Laudon, K., & Travis, C. (2013). E-Commerce 2013: Global edition (9th ed.). Pearson Education.

Mazzoleni, S., Tuchetti, G., & Ambrosino, N. (2020, April 11). The COVID-19 outbreak: From “black swan” to global challenges and opportunities. Pulmonology. https://doi.org/10.1016/j.pulmoe.2020.03.002 [Epub ahead of print].

Mitterfellner, O. (2019). Fashion marketing and communication: Theory and practice across the fashion industry (mastering fashion management). Routledge.

Morley, J., & McMahon, K. (2011). Innovation, interaction, and inclusion: Heritage luxury brands in collusion with the consumer. In S. Ebel & O. Assouly (Ed.), Proceedings of the 13th Annual Conference for the International Foundation of Fashion Technology Institutes (IFFTI) Fashion & Luxury: Between Heritage & Innovation, pp. 1–22.

Okonkwo, U. (2010). Luxury online: Styles, systems, strategies. Palgrave Macmillan.

Ortved, J. (2011, September 12). Is digital killing the luxury brand? Adweek. http://www.adweek.com/.

Park, H., & Youn-Kyung, K. (2015). The role of benefits of brand community within social network sites. Journal of Global Fashion Marketing,6(2), 75–86.CrossRef

Porter, M. E. (2001). Strategy and the Internet. Harvard Business Review,79(3), 62–78.

Phan, M. (2011). Do social media enhance consumer’s perception and purchase intentions of luxury fashion brands? The Journal for Decision Makers,36(1), 81–84.

Phan, M., Thomas, R., & Heine, K. (2011). Social media and luxury brand management: The case of Burberry. Journal of Global Fashion Marketing,2(4), 213–222.CrossRef

Remy, N., Catena. M., & Durand-Servoingt, B. (2015). Digital inside: Get wired for the ultimate luxury experience (McKinsey Report).

Retail Week’s Report. (2014). The future of fashion retailing in a digital age—Land Securities Retail.

Richardson, P. S., Choong, P., & Parker, M. (2016). Social media marketing: Theory and research propositions. Journal of Marketing Development and Competitiveness,10(02), 24–34.

Rogers, K., & Cosgrove, A. (2020, April 16). Future Consumer Index: How COVID-19 is changing consumer behaviors. https://www.ey.com/. Accessed July 2020.

Saravanakumar, M., & SuganthaLakshmi, T. (2012). Social media marketing. Life Science Journal,9(04), 4444–4451.

Schultz, D. E. (1996, December 18). Integration and the Internet. Marketing News, No. 12.

Scott, D. M. (2011). The new rules of marketing & PR. Wiley.

Strauss, J., & Frost, R. (2014). E-marketing (6th ed.). Pearson Education Limited.

Statista Digital Market Outlook. (2020). Fashion eCommerce report 2020. https://www.statista.com/. Accessed July 2020.

Stokinger, E., & Ozuem, W. (2014). Social media and customer retention: Implications for the luxury beauty industry. In Computer-mediated marketing strategies: Social media and online brand communities (pp. 200–222). IGI Global.

Timms, M. (2015). Digital: The one fashion luxury brands can’t keep up with. http://www.theneweconomy.com/.

Waters, R. (2020, May 1). Lockdown has brought the digital future forward—But will we slip back? Financial Timeswww.ft.com. Accessed July 2020.

Wightman-Stone, D. (2019). British luxury sector has grown 49 percent in four years. https://fashionunited.uk/news/business/. Accessed July 2020.

Titel: Digital Marketing in Luxury Fashion: From Crisis to Strength
verfasst von: Aster Mekonnen
Liz Larner
Verlag: Springer International Publishing
Buch: The Art of Digital Marketing for Fashion and Luxury Brands
Print ISBN: 978-3-030-70323-3

Electronic ISBN: 978-3-030-70324-0

Copyright-Jahr: 2021
DOI: https://doi.org/10.1007/978-3-030-70324-0_9