When Luxury Brands Changed Their Approach to Social Media

When Luxury Brands Changed Their Approach to Social Media

Fabrizio Maria Pini (MIP School of Management, Politecnico di Milano, Italy) and Dinara Timergaleeva (Wyde – The Connective School, Italy)
DOI: 10.4018/978-1-7998-5882-9.ch006
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Abstract

COVID-19 lockdowns led to a new approach to social media communication by luxury fashion brands. This chapter explores recent pandemic-related changes in the social context and the need for brands to rethink their narrative to engage consumers and influence purchase decisions. The authors selected a panel of 28 fashion luxury brands, both independent and conglomerate-owned, to analyze the paradigm shift in social media communication and content creation. Their findings show that with social media acting as the main touchpoint, luxury fashion brands have effectively produced new communication archetypes, revealing the latent potential of digital platforms as strategic tools.
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1.Communication Practices And Strategies In The Luxury Fashion Industry: A Historical Perspective

Luxury fashion brands’ narratives and meanings have evolved over time, becoming the portal through which customers and fans could “enter the legend” (Remaury, 2004; Mosca & Casalegno, 2020) and transform themselves into the heroes of the myths that are constructed and disseminated by brands1 (Sachs, 2011).

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