Digital marketing strategies for luxury fashion brands: A systematic literature review

The main objective of this study is to examine how digital marketing strategies can be put into practice and integrated into the actual operation of luxury fashion brands. To do this, the study explores the implementation of digital marketing strategies that are adopted by the luxury fashion brands. It uses a systematic literature review (SLR) and the real cases of luxury fashion brands as the research methodology. After conducting the SLR, the 15 digital marketing strategies for luxury fashion brands mapping into six categories in terms of types of digital marketing media, and the level of company's control and communication are identified. As digitization has become part of our daily routines and consumers are spending more time online and using social media, this study proposes that digital marketing strategies emerge as a powerful force for luxury fashion brands to better succeed in the competitive global market.