Digital marketing strategy used by luxury brands

• Main Author: Henriques, Maria Garcia
• Publication Date: 2022
• Format: Master thesis
• Language: eng
• Source: Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
• Download full: http://hdl.handle.net/10071/27461
• topic: Luxury brands; Digital marketing; Digital marketing strategy used by luxury brands; Marcas de luxo; Marketing digital; Estratégia de marketing digital utilizada por marcas de luxo

In the luxury market, the existing paradox between exclusivity and rarity, the characteristics of this sector and the digital world, has gained greater strength over the last years. This dissertation aims to understand the strategies used by luxury brands at the level of digital marketing, keeping respect for the brand principles. The importance of sales through digital channels and applications has grown over the years in luxury brands, accentuated by the pandemic, these brands started to be more and more careful in understanding the best strategy to provide their consumers the ease of the digital world, without ever compromising their values, especially concerning what makes these brands so exclusive. To understand the strategies used by some of these brands, an analysis was carried out on the first four luxury brands, according to the Statista database, within the luxury fashion brands with more value in the world in 2021. The goal was to understand what differentiates them from each other and what strategy each one of them uses both on their website and on social networks, focusing on the Instagram accounts of the respective four brands. The theoretical matters related to the subsequent analysis are widely discussed throughout this thesis in order to understand the importance and weight of digital strategies in luxury brands. Through the research, it was understood that the consumer nowadays is younger and younger, which makes the brands’ development regarding digital more and more critical