Research on Digital Transformation Based Luxury Brands Marketing Strategy

Cao, Yujia

doi:10.1007/978-981-19-7826-5_81

Cited by 2 publications

References 7 publications

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A Comprehensive Analysis of Chanel’s Advertising Strategy

Liu

2024

SHS Web of Conferences

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This research delves into the profound impact of CHANEL’s advertising strategies, recognizing them as a pivotal element in shaping the brand’s identity and influencing consumer behavior. CHANEL, a globally acclaimed luxury fashion brand, is renowned not only for its distinctive style and impeccable craftsmanship but also for its iconic advertising campaigns. The study’s primary objectives encompass several critical aspects. First and foremost, it seeks to unravel how CHANEL’s advertising strategies contribute to the establishment and perpetuation of brand recognition and awareness. By examining the visual and thematic elements of CHANEL’s advertisements, we aim to discern the underlying mechanisms that maintain the brand’s prominent position in the luxury fashion sphere. Furthermore, this research aims to explore the tangible influence of CHANEL’s advertising strategies on market share and sales performance. Analyzing sales data and market trends in correlation with advertising campaigns will shed light on the direct impact these strategies have on the brand’s economic success. In addition, the study endeavors to elucidate how CHANEL’s advertisements resonate with their target consumers, ultimately affecting purchasing decisions and fostering brand loyalty. By delving into consumer perceptions, preferences, and the emotional connections forged through advertising, we aim to uncover the intricate dynamics between CHANEL’s messaging and consumer behavior. Lastly, this research delves into the broader societal and cultural implications of CHANEL’s advertising strategies. It seeks to unravel how these strategies both reflect and shape contemporary societal and cultural trends.

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A Comprehensive Analysis of Chanel’s Advertising Strategy

Liu

2024

SHS Web of Conferences

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Globalization and Luxury Brands

Triveshika,

Sukanya

2024

Advances in Marketing, Customer Relationship Management, and E-Services

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The luxury industry has changed in established and emerging markets due to the globalization of luxury brands. While rising luxury businesses combine tradition with contemporary and embrace digital channels for reach, established luxury brands draw on their rich history and innovate to stay current. Due to the mix of cultures brought about by globalization, luxury businesses now need to strike a balance between cultural sensitivity and global appeal. Luxury firms are being forced to adopt ethical business methods to meet the growing demands of consumers worldwide for sustainability. Luxury brands need to adapt to this changing environment, stay culturally sensitive, and embrace sustainability if they want to succeed in the international world of luxury consumers. This chapter focuses on the determinants influencing consumer behavior towards the existing and established brands in the backdrop of globalization.

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Research on Digital Transformation Based Luxury Brands Marketing Strategy

Cited by 2 publications

References 7 publications

A Comprehensive Analysis of Chanel’s Advertising Strategy

A Comprehensive Analysis of Chanel’s Advertising Strategy

Globalization and Luxury Brands

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