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Purpose The purpose of this paper is to explore the extent to which luxury brand retailers use new technologies as a tool for corporate marketing communication. Design/methodology/approach The authors used a multiple-case study approach consisting of five information-rich cases, with the similar characteristics of large firms selling luxury brands which are aware of the importance of innovation. In each company, the authors interviewed the key person in charge of marketing innovation strategies and collected data from annual reports, press releases and direct observation of all the new technology categories used. Findings The findings of this paper reveal that this sector is considerably aware of the benefits of using new media as a marketing communication tool, while the effective use of these new media is still limited. Research limitations/implications This paper provides an empirical contribution to the emerging topic of innovation and technology management in retailing, with the emphasis being placed on the luxury sector through an in-depth investigation of the usage of new technologies by the firms studied. Originality/value This paper is the first one investigating thoroughly the luxury sector usage of new technologies to improve corporate marketing communication.