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The Impact of the Digital Revolution in the Development of Market and Communication Strategies for the Luxury Sector (Fashion Luxury)

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  • Andrea Escobar

Abstract

In recent years the luxury industry has been strongly affected by the rapid evolution of digital technology and the internet. The use of the internet and the new digital technologies has contributed to the growth of the market and its different sectors. This meant an advantage for others, but for the luxury sector, it has been a challenge and the adaptation process slow. The online participation - in certain cases incipient - of some brands in the sector has been directed by new consumption habits, which had an impact in the marketing and communication strategies on a managerial level. Based on a theoretical review, this paper proposes a central concept known as brand expression, from which elements involved in the phenomenon of the digital era, some significant for the development of the study, are described. The resulting relations between them, together with findings obtained in interviews of consumers in the sector, describe the reason for the adaptation in content and approach of the current strategies; that in turn sets the guidelines for continuing and future developments.

Suggested Citation

  • Andrea Escobar, 2016. "The Impact of the Digital Revolution in the Development of Market and Communication Strategies for the Luxury Sector (Fashion Luxury)," Central European Business Review, Prague University of Economics and Business, vol. 2016(2), pages 17-36.
    • Handle: RePEc:prg:jnlcbr:v:2016:y:2016:i:2:id:149:p:17-36
    DOI: 10.18267/j.cebr.149
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    References listed on IDEAS

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    1. S. M. Kamrul Islam Shaon & Md. Hasebur Rahman, . "A Theoretical Review of CRM Effects on Customer Satisfaction and Loyalty," Central European Business Review, University of Economics, Prague, vol. 0, pages 23-36.
    2. S. M. Kamrul Islam Shaon & Hasebur Rahman, 2015. "A Theoretical Review of CRM Effects on Customer Satisfaction and Loyalty," Central European Business Review, Prague University of Economics and Business, vol. 2015(1), pages 23-36.
    3. Wilfred Amaldoss & Sanjay Jain, 2005. "Conspicuous Consumption and Sophisticated Thinking," Management Science, INFORMS, vol. 51(10), pages 1449-1466, October.
    4. Fournier, Susan, 1998. "Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(4), pages 343-373, March.
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    Cited by:

    1. Muniesa, Rocio L. & Giménez, Carmen G., 2020. "The Importance Of The Loyalty Of Fashion Brands Through Digital Marketing," Journal of Tourism, Sustainability and Well-being, Cinturs - Research Centre for Tourism, Sustainability and Well-being, University of Algarve, vol. 8(3), pages 230-243.

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    More about this item

    Keywords

    brand expression; communication; consumer behavior; content marketing; digitization;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes

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