Journal of the Korea Fashion and Costume Design Association (한국의상디자인학회지)

Korea Fashion and Costume Design Association (한국의상디자인학회)
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Analysis of digital marketing strategies of luxury fashion brands

럭셔리 패션 브랜드의 디지털 마케팅 전략 분석

  • Park, Jisoo (Dept. of Clothing, Sungshin Women's University) ;
  • Rhee, Young Ju (Dept. of Fashion Industry, Sungshin Women's University)
  • 박지수 (성신여자대학교 의류학과) ;
  • 이영주 (성신여자대학교 의류산업학과)
  • Received : 2020.09.15
  • Accepted : 2021.02.08
  • Published : 2021.02.28
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Abstract

The purpose of this study is to consider effective digital marketing strategies through analysis of luxury fashion brands. This study conducted both quantitative analysis and case studies of the brands Louis Vuitton, Gucci, Burberry, and Chanel. To measure the brand image of the luxury fashion brands, the survey was distributed to Millennials, and total of 277 responses were used for the final analysis by using SPSS 25.0 statistical program. Other than survey, this paper analyzed digital marketing strategies of luxury fashion brands through brand-related papers, website and social media of each brand, Samsung Designnet's database, and news posted on search engines. The results of this study are as follows: First, according to the result of examining brand image of luxury fashion brands, there was no significant difference between brands, except Gucci. Second, this study analyzed each luxury fashion brand to understand the characteristics of digital marketing, and common characteristics were identified. Third, by analyzing the brand image and digital marketing strategies of luxury fashion brands, it was confirmed that Gucci's brand image and digital marketing strategies were consistent, while there was a difference between Burberry's brand image and digital marketing strategy. Therefore, this article proposes the following digital marketing strategies that are suitable for luxury fashion brands. First, is the connection of on/offline channels. Second, is the use of AI technology. Third, is a blockchain-based platform.

Keywords

References

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