Luxury and Premium Fashion Brands Online Marketing : Case Study Kiosked Limited
Nuutinen, Susanna (2012)
Nuutinen, Susanna
HAAGA-HELIA ammattikorkeakoulu
2012
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2012053010804
https://urn.fi/URN:NBN:fi:amk-2012053010804
Tiivistelmä
The online marketing of luxury fashion brands has traditionally been a slow-paced business. Consumers are spending an increasing amount of time online and the electronic market provides enormous marketing and sales potential for companies that wish to increase brand awareness or conduct other marketing activities.
The aim of this study is to conduct an understanding of the world of luxury fashion brands and how they perform their online marketing. The scope of the research is narrowed into luxury fashion from all sectors. The research was made as a case study for the Finnish IT company Kiosked Limited from January to March 2012.
The subject is researched first from a theoretical perspective by reviewing existing academic literature related to the subject. The empirical data was gathered in case studies, mainly interviewing in face-to-face fashion persons related to the topic.
The research findings confirm that a luxury brand experience is the key term, which leads to the purchase decision. The brands aura is purposefully kept distant and exclusive. Kiosked could provide technology for brands that would enable content integration, which would deepen customer relationships and increase brand awareness.
The study concludes that online marketing is seen as an increasingly important medium for luxury brands. Many luxury brands have responded to the digitalization of marketing and have enabled interactive marketing material for the growing online audience.
The aim of this study is to conduct an understanding of the world of luxury fashion brands and how they perform their online marketing. The scope of the research is narrowed into luxury fashion from all sectors. The research was made as a case study for the Finnish IT company Kiosked Limited from January to March 2012.
The subject is researched first from a theoretical perspective by reviewing existing academic literature related to the subject. The empirical data was gathered in case studies, mainly interviewing in face-to-face fashion persons related to the topic.
The research findings confirm that a luxury brand experience is the key term, which leads to the purchase decision. The brands aura is purposefully kept distant and exclusive. Kiosked could provide technology for brands that would enable content integration, which would deepen customer relationships and increase brand awareness.
The study concludes that online marketing is seen as an increasingly important medium for luxury brands. Many luxury brands have responded to the digitalization of marketing and have enabled interactive marketing material for the growing online audience.