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Digital Marketing in Luxury Fashion: From Crisis to Strength

In: The Art of Digital Marketing for Fashion and Luxury Brands

Author

Listed:
  • Aster Mekonnen

    (UAL: London College of Fashion)

  • Liz Larner

    (University of Salford)

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.

Suggested Citation

  • Aster Mekonnen & Liz Larner, 2021. "Digital Marketing in Luxury Fashion: From Crisis to Strength," Springer Books, in: Wilson Ozuem & Silvia Ranfagni (ed.), The Art of Digital Marketing for Fashion and Luxury Brands, edition 1, chapter 0, pages 199-219, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-70324-0_9
    DOI: 10.1007/978-3-030-70324-0_9
    as

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