The Impact of New Media Strategies on Luxury Marketings: A Case Study of LVMH and Dior
Year: 2024
Type: article
Abstract: With the rapid development of digital technology, the traditional communication model of luxury brands is facing great challenges. There is an urgent need for luxury companies to explore new communication modes to break the limitations of traditional models and increase brand influence. This study explores the impact of new media marketing strategies adopted by LVMH on luxury brand perception and product sales. Taking Dior as an example, as part of the LVMH group, it has actively explored the corporate strategy of utilizing new media for marketing, especially through virtual fashion shows' novel new media marketing strategy. The article analyses how LVMH uses new media platforms such as social media, online advertising and content marketing to engage with its target audience. It assesses the impact of these strategies on brand perception and sales performance. It also discusses the challenges faced by LVMH in new media marketing. It proposes solutions and recommendations to promote the substantial development of the luxury industry in the new media era.
Author: Yitong Cai
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4403846331