Central European Business Review 2016, 5(2):17-36 | DOI: 10.18267/j.cebr.149

The Impact of the Digital Revolution in the Development of Market and Communication Strategies for the Luxury Sector (Fashion Luxury)

Andrea Escobar
Andrea Escobar Rios, Ph. D. Student, Instituto Tecnológico y de Estudios Superiores de Monterrey, Campus Ciudad de México, Calle del puente # 222, Ejidos de Huipulco, Tlalpan C.P.14380, Mexico City., andreatato_29@hotmail.com

In recent years the luxury industry has been strongly affected by the rapid evolution of digital technology and the internet. The use of the internet and the new digital technologies has contributed to the growth of the market and its different sectors. This meant an advantage for others, but for the luxury sector, it has been a challenge and the adaptation process slow. The online participation - in certain cases incipient - of some brands in the sector has been directed by new consumption habits, which had an impact in the marketing and communication strategies on a managerial level. Based on a theoretical review, this paper proposes a central concept known as brand expression, from which elements involved in the phenomenon of the digital era, some significant for the development of the study, are described. The resulting relations between them, together with findings obtained in interviews of consumers in the sector, describe the reason for the adaptation in content and approach of the current strategies; that in turn sets the guidelines for continuing and future developments.

Keywords: brand expression; communication; consumer behavior; content marketing; digitization
JEL classification: M31, M37, O33

Received: April 7, 2016; Revised: June 10, 2016; Published: June 30, 2016  Show citation

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Escobar, A. (2016). The Impact of the Digital Revolution in the Development of Market and Communication Strategies for the Luxury Sector (Fashion Luxury). Central European Business Review, 5(2), 17-36. doi: 10.18267/j.cebr.149
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