Publicação
Digital marketing strategy used by luxury brands
| Resumo: | In the luxury market, the existing paradox between exclusivity and rarity, the characteristics of this sector and the digital world, has gained greater strength over the last years. This dissertation aims to understand the strategies used by luxury brands at the level of digital marketing, keeping respect for the brand principles. The importance of sales through digital channels and applications has grown over the years in luxury brands, accentuated by the pandemic, these brands started to be more and more careful in understanding the best strategy to provide their consumers the ease of the digital world, without ever compromising their values, especially concerning what makes these brands so exclusive. To understand the strategies used by some of these brands, an analysis was carried out on the first four luxury brands, according to the Statista database, within the luxury fashion brands with more value in the world in 2021. The goal was to understand what differentiates them from each other and what strategy each one of them uses both on their website and on social networks, focusing on the Instagram accounts of the respective four brands. The theoretical matters related to the subsequent analysis are widely discussed throughout this thesis in order to understand the importance and weight of digital strategies in luxury brands. Through the research, it was understood that the consumer nowadays is younger and younger, which makes the brands’ development regarding digital more and more critical |
|---|---|
| Autores principais: | Henriques, Maria Garcia |
| Assunto: | Luxury brands Digital marketing Digital marketing strategy used by luxury brands Marcas de luxo Marketing digital Estratégia de marketing digital utilizada por marcas de luxo |
| Ano: | 2022 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | ISCTE |
| Idioma: | inglês |
| Origem: | Repositório ISCTE |
| _version_ | 1868443653158993920 |
|---|---|
| author | Henriques, Maria Garcia |
| author_facet | Henriques, Maria Garcia |
| author_role | author |
| country_str | PT |
| creators_json_txt | [{\"Person.name\":\"Henriques, Maria Garcia\"}] |
| datacite.creators.creator.creatorName.fl_str_mv | Henriques, Maria Garcia |
| datacite.date.Accepted.fl_str_mv | 2022-12-28T00:00:00Z |
| datacite.date.available.fl_str_mv | 2023-01-25T15:17:23Z |
| datacite.date.embargoed.fl_str_mv | 2023-01-25T15:17:23Z |
| datacite.rights.fl_str_mv | http://purl.org/coar/access_right/c_abf2 |
| datacite.subjects.subject.fl_str_mv | Luxury brands Digital marketing Digital marketing strategy used by luxury brands Marcas de luxo Marketing digital Estratégia de marketing digital utilizada por marcas de luxo |
| datacite.titles.title.fl_str_mv | Digital marketing strategy used by luxury brands |
| dc.creator.none.fl_str_mv | Henriques, Maria Garcia |
| dc.date.Accepted.fl_str_mv | 2022-12-28T00:00:00Z |
| dc.date.available.fl_str_mv | 2023-01-25T15:17:23Z |
| dc.date.embargoed.fl_str_mv | 2023-01-25T15:17:23Z |
| dc.description.none.fl_str_mv | No mercado do luxo, o paradoxo existente entre a exclusividade e raridade, características deste setor e o mundo digital, tem ao longo dos últimos anos ganho uma maior força. Assim, a presente dissertação pretende compreender as estratégias usadas pelas marcas de luxo ao nível do marketing digital, respeitando pelos princípios da marca. Dado que a importância das vendas através de canais e aplicações digitais tem crescido ao longo dos anos nas marcas de luxo, acentuada pela pandemia, estas marcas passaram a ter um cuidado crescente em perceber qual a melhor estratégia para conseguirem proporcionar aos seus consumidores a facilidade do mundo digital, sem comprometer os seus valores, o que torna estas marcas exclusivas. Para perceber a estratégias usadas no setor, realizou-se uma análise nas quatro primeiras marcas de luxo, de acordo com a base de dados Statista, dentro das marcas de moda de luxo com mais valor no mundo em 2021, por forma a compreender o que as diferencia e qual a estratégia que cada uma destas usa tanto no seu website como nas redes sociais, focando nas contas de Instagram das respetivas marcas. Os temas teóricos relacionados com a análise posterior são amplamente discutidos nesta tese de forma a compreender a importância que as estratégias digitais têm nas marcas de luxo. Através da investigação percebemos que o consumidor hoje em dia é cada vez mais jovem, o que leva a que o desenvolvimento por parte das marcas relativamente ao digital tenha um importância cada vez mais notória. |
| dc.format.none.fl_str_mv | application/pdf |
| dc.identifier.none.fl_str_mv | http://hdl.handle.net/10071/27461 |
| dc.language.none.fl_str_mv | eng |
| dc.rights.none.fl_str_mv | http://purl.org/coar/access_right/c_abf2 |
| dc.subject.none.fl_str_mv | Luxury brands Digital marketing Digital marketing strategy used by luxury brands Marcas de luxo Marketing digital Estratégia de marketing digital utilizada por marcas de luxo |
| dc.title.fl_str_mv | Digital marketing strategy used by luxury brands |
| dc.type.none.fl_str_mv | http://purl.org/coar/resource_type/c_bdcc |
| description | In the luxury market, the existing paradox between exclusivity and rarity, the characteristics of this sector and the digital world, has gained greater strength over the last years. This dissertation aims to understand the strategies used by luxury brands at the level of digital marketing, keeping respect for the brand principles. The importance of sales through digital channels and applications has grown over the years in luxury brands, accentuated by the pandemic, these brands started to be more and more careful in understanding the best strategy to provide their consumers the ease of the digital world, without ever compromising their values, especially concerning what makes these brands so exclusive. To understand the strategies used by some of these brands, an analysis was carried out on the first four luxury brands, according to the Statista database, within the luxury fashion brands with more value in the world in 2021. The goal was to understand what differentiates them from each other and what strategy each one of them uses both on their website and on social networks, focusing on the Instagram accounts of the respective four brands. The theoretical matters related to the subsequent analysis are widely discussed throughout this thesis in order to understand the importance and weight of digital strategies in luxury brands. Through the research, it was understood that the consumer nowadays is younger and younger, which makes the brands’ development regarding digital more and more critical |
| dirty | 0 |
| eu_rights_str_mv | openAccess |
| format | masterThesis |
| id | iscte_33a68b2d36f66da4666df945cc2cd2ca |
| identifier.url.fl_str_mv | http://hdl.handle.net/10071/27461 |
| instacron_str | iscte |
| institution | ISCTE |
| instname_str | ISCTE |
| language | eng |
| network_acronym_str | iscte |
| network_name_str | Repositório ISCTE |
| oai_identifier_str | oai:repositorio.iscte-iul.pt:10071/27461 |
| organization_str_mv | urn:organizationAcronym:iscte |
| person_str_mv | Henriques, Maria Garcia |
| publishDate | 2022 |
| reponame_str | Repositório ISCTE |
| repository_id_str | urn:repositoryAcronym:iscte |
| service_str_mv | urn:repositoryAcronym:iscte |
| spelling | porIn the luxury market, the existing paradox between exclusivity and rarity, the characteristics of this sector and the digital world, has gained greater strength over the last years. This dissertation aims to understand the strategies used by luxury brands at the level of digital marketing, keeping respect for the brand principles. The importance of sales through digital channels and applications has grown over the years in luxury brands, accentuated by the pandemic, these brands started to be more and more careful in understanding the best strategy to provide their consumers the ease of the digital world, without ever compromising their values, especially concerning what makes these brands so exclusive. To understand the strategies used by some of these brands, an analysis was carried out on the first four luxury brands, according to the Statista database, within the luxury fashion brands with more value in the world in 2021. The goal was to understand what differentiates them from each other and what strategy each one of them uses both on their website and on social networks, focusing on the Instagram accounts of the respective four brands. The theoretical matters related to the subsequent analysis are widely discussed throughout this thesis in order to understand the importance and weight of digital strategies in luxury brands. Through the research, it was understood that the consumer nowadays is younger and younger, which makes the brands’ development regarding digital more and more criticalporNo mercado do luxo, o paradoxo existente entre a exclusividade e raridade, características deste setor e o mundo digital, tem ao longo dos últimos anos ganho uma maior força. Assim, a presente dissertação pretende compreender as estratégias usadas pelas marcas de luxo ao nível do marketing digital, respeitando pelos princípios da marca. Dado que a importância das vendas através de canais e aplicações digitais tem crescido ao longo dos anos nas marcas de luxo, acentuada pela pandemia, estas marcas passaram a ter um cuidado crescente em perceber qual a melhor estratégia para conseguirem proporcionar aos seus consumidores a facilidade do mundo digital, sem comprometer os seus valores, o que torna estas marcas exclusivas. Para perceber a estratégias usadas no setor, realizou-se uma análise nas quatro primeiras marcas de luxo, de acordo com a base de dados Statista, dentro das marcas de moda de luxo com mais valor no mundo em 2021, por forma a compreender o que as diferencia e qual a estratégia que cada uma destas usa tanto no seu website como nas redes sociais, focando nas contas de Instagram das respetivas marcas. Os temas teóricos relacionados com a análise posterior são amplamente discutidos nesta tese de forma a compreender a importância que as estratégias digitais têm nas marcas de luxo. Através da investigação percebemos que o consumidor hoje em dia é cada vez mais jovem, o que leva a que o desenvolvimento por parte das marcas relativamente ao digital tenha um importância cada vez mais notória.application/pdfengporDigital marketing strategy used by luxury brandsHenriques, Maria GarciaHandlehttp://hdl.handle.net/10071/27461DOIurn:tid:203146859URNTID:2031468592023-01-25T15:17:23Z2022-12-28T00:00:00Z2022-12-282022-11http://purl.org/coar/access_right/c_abf2open accessporLuxury brandsporDigital marketingporDigital marketing strategy used by luxury brandsporMarcas de luxoporMarketing digitalporEstratégia de marketing digital utilizada por marcas de luxo770285 byteshttp://purl.org/coar/access_right/c_abf2application/pdffulltexthttps://repositorio.iscte-iul.pt/bitstreams/ac0a6895-6a4d-4b03-9b76-ca9e9126946f/downloadother research producthttp://purl.org/coar/resource_type/c_bdccmaster thesis |
| spellingShingle | Digital marketing strategy used by luxury brands Henriques, Maria Garcia Luxury brands Digital marketing Digital marketing strategy used by luxury brands Marcas de luxo Marketing digital Estratégia de marketing digital utilizada por marcas de luxo |
| status | SINGLETON |
| subject.fl_str_mv | Luxury brands Digital marketing Digital marketing strategy used by luxury brands Marcas de luxo Marketing digital Estratégia de marketing digital utilizada por marcas de luxo |
| title | Digital marketing strategy used by luxury brands |
| title_full | Digital marketing strategy used by luxury brands |
| title_fullStr | Digital marketing strategy used by luxury brands |
| title_full_unstemmed | Digital marketing strategy used by luxury brands |
| title_short | Digital marketing strategy used by luxury brands |
| title_sort | Digital marketing strategy used by luxury brands |
| topic | Luxury brands Digital marketing Digital marketing strategy used by luxury brands Marcas de luxo Marketing digital Estratégia de marketing digital utilizada por marcas de luxo |
| topic_facet | Luxury brands Digital marketing Digital marketing strategy used by luxury brands Marcas de luxo Marketing digital Estratégia de marketing digital utilizada por marcas de luxo |
| url | http://hdl.handle.net/10071/27461 |
| visible | 1 |