TY - JOUR
T1 - Digital marketing strategies for luxury fashion brands
T2 - A systematic literature review
AU - Tam, Fung Yi
AU - Lung, Jane
N1 - Publisher Copyright:
© 2024 The Author(s)
PY - 2025/6
Y1 - 2025/6
N2 - 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.
AB - 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.
KW - Artificial intelligence (AI) and AI chatbot
KW - Case Study
KW - Digital marketing
KW - Influencers marketing
KW - Luxury fashion brands
KW - Omnichannel marketing
KW - Systematic Literature Review
KW - Virtual reality and augmented reality
UR - http://www.scopus.com/inward/record.url?scp=85211091394&partnerID=8YFLogxK
U2 - 10.1016/j.jjimei.2024.100309
DO - 10.1016/j.jjimei.2024.100309
M3 - Article
AN - SCOPUS:85211091394
SN - 2667-0968
VL - 5
JO - International Journal of Information Management Data Insights
JF - International Journal of Information Management Data Insights
IS - 1
M1 - 100309
ER -