Zusammenfassung
Die Vermarktung von Luxusgütern über den E-Commerce-Kanal ist eine große Herausforderung, da die Markenwerte in direktem Widerspruch zu einer jederzeitigen Erreichbarkeit stehen, wie sie internetbasierten Angeboten zu eigen ist. Es ist also zu prüfen, wie eine Luxusmarke mit größter Sorgfalt eine Strategie implementieren kann, die es erlaubt, kohärent und im Einklang mit den Werten der Marke diesen Kanal zu verwenden hat. Hier ist insbesondere auf die Eigenheiten des Luxusgüterkonsumenten einzugehen und ihr Verhalten sehr genau zu erfassen, damit die Strategie erfolgreich ist. Des Weiteren muss über den weltweiten Trend zur Demokratisierung des Luxus nachgedacht werden. Dieser bietet einer etablierten Marke enormes Wachstumspotenzial, insbesondere über den E-Commerce-Kanal.
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Müller, D. (2021). Digital Branding im Premiumsegment – Luxusmarken digital vermarkten. In: Detscher, S. (eds) Digitales Management und Marketing. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-33731-5_16
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