The Research On Digital Marketing Of Fashion Luxury Brands

With the rapidly development of Chinese economy and the improvement of consumers’ purchasing ability, China in the global share of the luxury consumption is becoming more and more big. Plus overseas consumption, it has accounted for more than 30% of the total global luxury market and became the global luxury consumption power. Due to the limited number of luxury consumers in Europe and America and it tends to stable, while the large number of new consumers of luxury goods in China has great space for development, therefore the Chinese market is particularly important for luxury brands. Because of the target consumers has changed in consumer preferences and lifestyle, the development strategy of luxury brands should take the advantage of science and technology to make some adjustments. Digital marketing concepts which covering broad, flexible, fitting the global expansion strategy of luxury brands has became a hot topic in the industry in recent years, and provided a new way of development. Thus research on digital marketing strategy of luxury brands, especially for the Chinese market will has deep significance and reference value.Firstly, the status of the luxury market in china has been in-depth understood and a certain understanding of the issues faced by luxury brands in the Chinese market for luxury goods has been done. Secondly, parsing of luxury marketing strategy and digital marketing theory to conclude that digital way is necessary for luxury brands. Thirdly, collected a large number of domestic and foreign relevant literature and the latest data released by the relevant authorities,and analyzed the advantage and the insufficient of cases in digital marketing field of well-known fashion luxury brands. Lastly, combined with the understanding of digital marketing, give four aspects of digital proposal in the Chinese market as fashion products design, consumer management, retail experience, promoting.This paper fully considered the features of luxury brand marketing as well as the personalized demands of consumers to comprehensive the digital marketing concept in an all-round way. Whether products, experience of space, value-added services faced to luxuryconsumer or products design, branding, actual sales, after-sales service and so on came from luxury brands, all digital marketing suggestions have put forward. Luxury brands through digital means to achieve online to offline of promoting, sale and service and to complete the guiding for online consumer to offline. In this thesis, the question which the luxury brands intend to use new marketing methods to maintain old customers and attract new customers in the Chinese market was answered. Besides, the comprehension of digital marketing concepts of fashion luxury brands has certain reference significance to realization and empirical analysis of the cases also provided material for future studies in related fields.