TY  - CHAP
U1  - Buchbeitrag
A1  - Bug, Peter
A1  - Haussmann, Nils
ED  - Choi, Tsan-Ming
ED  - Shen, Bin
T1  - Using social media for luxury fashion management
T2  - Luxury Fashion Retail Management
N2  - The purpose of this paper is to determine the relevance of social media for luxury brand management. It employs both a multi-methodological approach: After analyzing the online performance of the three luxury brands Burberry, Louis Vuitton and Gucci, the empirical research includes a survey as well as an eye tracking test executed with Tobii Studio. The findings reveal that online and social media have given luxury fashion businesses the opportunity to establish a sustainable interaction with their customers and distinguish themselves from the competition. Still, the online business holds many challenges for luxury companies to overcome. This paper gives instructions as to how social media can be effectively incorporated into a luxury company.
Y1  - 2017
SN  - 978-981-10-2976-9
SB  - 978-981-10-2976-9
U6  - https://doi.org/10.1007/978-981-10-2976-9_8
DO  - https://doi.org/10.1007/978-981-10-2976-9_8
SP  - 121
EP  - 144
S1  - 24
PB  - Springer
CY  - Singapore
ER  -