Abstract
The purpose of this paper is to determine the relevance of social media for luxury brand management . It employs both a multi-methodological approach: After analyzing the online performance of the three luxury brands Burberry, Louis Vuitton and Gucci, the empirical research includes a survey as well as an eye tracking test executed with Tobii Studio. The findings reveal that online and social media have given luxury fashion businesses the opportunity to establish a sustainable interaction with their customers and distinguish themselves from the competition. Still, the online business holds many challenges for luxury companies to overcome. This paper gives instructions as to how social media can be effectively incorporated into a luxury company.
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Full Instagram links
Burberry
1a https://www.instagram.com/p/9rKH8PRJEq/?taken-by=burberry
1b https://www.instagram.com/p/9q6NnKxJG9/?taken-by=burberry
6a https://www.instagram.com/p/9okaHjRJCN/?taken-by=burberry
6b https://www.instagram.com/p/9RGQtXRJO_/?taken-by=burberry
6c https://www.instagram.com/p/8xdSReRJFc/?taken-by=burberry
9a https://www.instagram.com/p/8OEn5exJNX/?taken-by=burberry
9b https://www.instagram.com/p/9WivawxJJt/?taken-by=burberry
Gucci
Louis Vuitton
1 https://www.instagram.com/p/9Y7IKGQGQy/?taken-by=louisvuitton
2 https://www.instagram.com/p/9dwoJqwGVG/?taken-by=louisvuitton
3a https://www.instagram.com/p/858N89wGXB/?taken-by=louisvuitton
3b https://www.instagram.com/p/9DWVXjQGUy/?taken-by=louisvuitton
3c https://www.instagram.com/p/9VTVw9wGaL/?taken-by=louisvuitton
6a https://www.instagram.com/p/9bMIiJwGeE/?taken-by=louisvuitton
6b https://www.instagram.com/p/8jSYaOwGXR/?taken-by=louisvuitton
8 https://www.instagram.com/p/8ihSGTwGfr/?taken-by=louisvuitton
9a https://www.instagram.com/p/9tTfiQQGW9/?taken-by=louisvuitton
9b https://www.instagram.com/p/8_xM25QGbp/?taken-by=louisvuitton
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Bug, P., Haussmann, N. (2017). Using Social Media for Luxury Fashion Management. In: Choi, TM., Shen, B. (eds) Luxury Fashion Retail Management. Springer Series in Fashion Business. Springer, Singapore. https://doi.org/10.1007/978-981-10-2976-9_8
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DOI: https://doi.org/10.1007/978-981-10-2976-9_8
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