New York
LondonBeijing

Harmonizing Sensory Experiences: The Crucial Role of Audio and Visual Cues in Luxury Digital Marketing

Irina Pismennaya (S.P. Jain School of Global Management, Singapore), Monica Chaudhary (S.P. Jain School of Global Management, Singapore), and Sanjuktha Babu (S.P. Jain School of Global Management, Singapore)
Copyright: © 2025 |Pages: 272
EISBN13: 9798337329390|DOI: 10.4018/979-8-3693-5395-0.ch008
OnDemand PDF Download:
$37.50
OnDemand PDF Download
Download link provided immediately after order completion
$37.50

Abstract

Innovative techniques are necessary for luxury fashion firms to attract attention and foster brand loyalty in the competitive digital landscape of today. The significance that auditory and visual signals play in creating successful digital marketing campaigns is examined in this study. The study investigates how multi-sensory cues are employed by Gucci and Zimmermann as case studies to produce immersive and aspirational experiences for their target audiences. The study emphasizes how crucial it is to coordinate visual and aural clues to meet goals for brand storytelling. Using striking imagery, well-chosen colour schemes, and captivating audio or video, luxury brands can improve their reputation, connect emotionally with customers, and eventually increase sales. For luxury fashion firms looking to improve their digital marketing strategy, the study provides insightful information based on consumer persona interviews and brand strategy analysis.
InfoSci-OnDemand Powered Search