Skip to main content
main-content
Top

Hint

Swipe to navigate through the chapters of this book

2021 | OriginalPaper | Chapter

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

Authors : Aster Mekonnen, Liz Larner

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

Publisher: Springer International Publishing

share
SHARE

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.
Literature
go back to reference Achille, A., & Zipser, D. (2020). A perspective for the luxury-goods industry during and after coronavirus. McKinsey & Company Report. Achille, A., & Zipser, D. (2020). A perspective for the luxury-goods industry during and after coronavirus. McKinsey & Company Report.
go back to reference 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. 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.
go back to reference Andjelic, A. (2020). The business of aspiration: How social, cultural, and environmental capital changes. Routledge. Andjelic, A. (2020). The business of aspiration: How social, cultural, and environmental capital changes. Routledge.
go back to reference 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 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
go back to reference 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 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
go back to reference Bughin, J. (2013). Brand success in the era of digital Darwinism. Journal of Brand Strategy, 2(4), 355–365. Bughin, J. (2013). Brand success in the era of digital Darwinism. Journal of Brand Strategy, 2(4), 355–365.
go back to reference Business of Fashion—BOF and McKinsey & Company Report. (2020). The State of Fashion 2020 Coronavirus update. Business of Fashion—BOF and McKinsey & Company Report. (2020). The State of Fashion 2020 Coronavirus update.
go back to reference 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. (2006). Internet marketing strategy, implementation and practice (3rd ed.). Prentice Hall FT.
go back to reference Chaffey, D., Ellis-Chadwick, F., Johnson, K., & Mayer, R. (2012). Internet marketing strategy, implementation and practice (5th 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.
go back to reference Chaffey, D., & Smith, P. R. (2013). EMarketing excellence planning and optimizing your digital marketing (4th ed.). Routledge. Chaffey, D., & Smith, P. R. (2013). EMarketing excellence planning and optimizing your digital marketing (4th ed.). Routledge.
go back to reference Dahl, S. (2018). Social media marketing—Theories & applications (2nd ed.). Sage. Dahl, S. (2018). Social media marketing—Theories & applications (2nd ed.). Sage.
go back to reference Danziger, P. N. (2005). Let them eat cake; marketing luxury to the masses—As well as the classes. Dearborn Trade Publishing. Danziger, P. N. (2005). Let them eat cake; marketing luxury to the masses—As well as the classes. Dearborn Trade Publishing.
go back to reference Deloitte. (2016). Global powers of luxury goods 2016—Disciplined innovation. Deloitte. (2016). Global powers of luxury goods 2016—Disciplined innovation.
go back to reference 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. 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.
go back to reference 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 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
go back to reference 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 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
go back to reference Kapferer, J., & Bastien, V. (2009). The specificity of luxury management: Turning marketing upside down. Brand Management, 16, 311–322. CrossRef Kapferer, J., & Bastien, V. (2009). The specificity of luxury management: Turning marketing upside down. Brand Management, 16, 311–322. CrossRef
go back to reference 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 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
go back to reference Keller, K. L. (2009). Managing the growth trade off: Challenges and opportunities in luxury branding. Brand Management, 15(5–6), 290–301. CrossRef Keller, K. L. (2009). Managing the growth trade off: Challenges and opportunities in luxury branding. Brand Management, 15(5–6), 290–301. CrossRef
go back to reference 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. (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.
go back to reference 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 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
go back to reference 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 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
go back to reference 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 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
go back to reference Laudon, K., & Travis, C. (2013). E-Commerce 2013: Global edition (9th ed.). Pearson Education. Laudon, K., & Travis, C. (2013). E-Commerce 2013: Global edition (9th ed.). Pearson Education.
go back to reference Mitterfellner, O. (2019). Fashion marketing and communication: Theory and practice across the fashion industry (mastering fashion management). Routledge. Mitterfellner, O. (2019). Fashion marketing and communication: Theory and practice across the fashion industry (mastering fashion management). Routledge.
go back to reference 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. 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.
go back to reference Okonkwo, U. (2010). Luxury online: Styles, systems, strategies. Palgrave Macmillan. Okonkwo, U. (2010). Luxury online: Styles, systems, strategies. Palgrave Macmillan.
go back to reference 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 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
go back to reference Porter, M. E. (2001). Strategy and the Internet. Harvard Business Review, 79(3), 62–78. Porter, M. E. (2001). Strategy and the Internet. Harvard Business Review, 79(3), 62–78.
go back to reference 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. (2011). Do social media enhance consumer’s perception and purchase intentions of luxury fashion brands? The Journal for Decision Makers, 36(1), 81–84.
go back to reference 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 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
go back to reference Remy, N., Catena. M., & Durand-Servoingt, B. (2015). Digital inside: Get wired for the ultimate luxury experience (McKinsey Report). Remy, N., Catena. M., & Durand-Servoingt, B. (2015). Digital inside: Get wired for the ultimate luxury experience (McKinsey Report).
go back to reference Retail Week’s Report. (2014). The future of fashion retailing in a digital age—Land Securities Retail. Retail Week’s Report. (2014). The future of fashion retailing in a digital age—Land Securities Retail.
go back to reference 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. 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.
go back to reference Saravanakumar, M., & SuganthaLakshmi, T. (2012). Social media marketing. Life Science Journal, 9(04), 4444–4451. Saravanakumar, M., & SuganthaLakshmi, T. (2012). Social media marketing. Life Science Journal, 9(04), 4444–4451.
go back to reference Schultz, D. E. (1996, December 18). Integration and the Internet. Marketing News, No. 12. Schultz, D. E. (1996, December 18). Integration and the Internet. Marketing News, No. 12.
go back to reference Scott, D. M. (2011). The new rules of marketing & PR. Wiley. Scott, D. M. (2011). The new rules of marketing & PR. Wiley.
go back to reference Strauss, J., & Frost, R. (2014). E-marketing (6th ed.). Pearson Education Limited. Strauss, J., & Frost, R. (2014). E-marketing (6th ed.). Pearson Education Limited.
go back to reference 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. 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.
go back to reference Waters, R. (2020, May 1). Lockdown has brought the digital future forward—But will we slip back? Financial Times www.​ft.​com. Accessed July 2020. Waters, R. (2020, May 1). Lockdown has brought the digital future forward—But will we slip back? Financial Times www.​ft.​com. Accessed July 2020.
Metadata
Title
Digital Marketing in Luxury Fashion: From Crisis to Strength
Authors
Aster Mekonnen
Liz Larner
Copyright Year
2021
DOI
https://doi.org/10.1007/978-3-030-70324-0_9