How to create a successful luxury brand image through digital marketing?
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2017
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Abstract
"The present study is primarily investigating the question on how to create a successful luxury fashion brand image through digital marketing. The guiding question involves two factors -- ho to create a successful luxury fashion brand image and to what extent digital marketing is prospectively appreciable. Thereby, the research focus is on the long-term development of a digital marketing strategy for luxury fashion brands as well as on the cross medial communication tools such as social media platforms. The key aim of the paper is to show how to create a successful brand image through digital marketing on the basis of cognitions from literature as well as the application examples from the practice. In order to answer the question as comprehensively as possible, the paper is structured as follows: The beginning of the main part starts with an introduction to the world of fashion. The value of the fashion industry and the creation of a brand image and brand identity are going to be shown here. In order to reach the customer, luxury fashion companies communicate through their brands. For this reason, the focus in the third chapter is on three different forms of marketing: 'Old-marketing' (traditional marketing), 'New-marketing' (digital marketing) and fashion marketing. The last chapter of the paper focuses on a case study, in which the results that are obtained from the previous chapters are going to be examined and confirmed with the aid of the luxury fashion brand 'Burberry'."
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ISSUING BODY NOTE: BAU International Berlin University of Applied Sciences is the former name of Berlin International University of Applied Sciences