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Using social media for luxury fashion management

  • 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.

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Author of HS ReutlingenBug, Peter; Haussmann, Nils
Erschienen in:Luxury Fashion Retail Management
Place of publication:Singapore
Editor:Tsan-Ming Choi, Bin Shen
Document Type:Book chapter
Publication year:2017
Page Number:24
First Page:121
Last Page:144
PPN:Im Katalog der Hochschule Reutlingen ansehen
DDC classes:380 Handel, Kommunikation, Verkehr
Open access?:Nein
Licence (German):License Logo  In Copyright - Urheberrechtlich geschützt