In recent years the luxury industry has been strongly affected by the rapid evolution of digital technology and the internet. The use of the internet and the new digital technologies has contributed to the growth of the market and its different sectors. This meant an advantage for others, but for the luxury sector, it has been a challenge and the adaptation process slow. The online participation -in certain cases incipient -of some brands in the sector has been directed by new consumption habits, which had an impact in the marketing and communication strategies on a managerial level. Based on a theoretical review, this paper proposes a central concept known as brand expression, from which elements involved in the phenomenon of the digital era, some significant for the development of the study, are described. The resulting relations between them, together with findings obtained in interviews of consumers in the sector, describe the reason for the adaptation in content and approach of the current strategies; that in turn sets the guidelines for continuing and future developments.

No abstract