COVID-19 lockdowns led to a new approach to social media communication by luxury fashion brands. This chapter explores recent pandemic-related changes in the social context and the need for brands to rethink their narrative to engage consumers and influence purchase decisions. The authors selected a panel of 28 fashion luxury brands, both independent and conglomerate-owned, to analyze the paradigm shift in social media communication and content creation. Their findings show that with social media acting as the main touchpoint, luxury fashion brands have effectively produced new communication archetypes, revealing the latent potential of digital platforms as strategic tools.

Pini, F., Timergaleeva, D. (2021). When Luxury Brands Changed Their Approach to Social Media. In F. Mosca, C. Casalegno, R. Gallo (a cura di), Developing Successful Global Strategies for Marketing Luxury Brands (pp. 101-118). IGI Global [10.4018/978-1-7998-5882-9.ch006].

When Luxury Brands Changed Their Approach to Social Media

Pini, FM
;
Timergaleeva , D
2021

Abstract

COVID-19 lockdowns led to a new approach to social media communication by luxury fashion brands. This chapter explores recent pandemic-related changes in the social context and the need for brands to rethink their narrative to engage consumers and influence purchase decisions. The authors selected a panel of 28 fashion luxury brands, both independent and conglomerate-owned, to analyze the paradigm shift in social media communication and content creation. Their findings show that with social media acting as the main touchpoint, luxury fashion brands have effectively produced new communication archetypes, revealing the latent potential of digital platforms as strategic tools.
Capitolo o saggio
Luxury; Brand; Social Media
English
Developing Successful Global Strategies for Marketing Luxury Brands
Mosca, F; Casalegno, C; Gallo, R
2021
9781799858836
IGI Global
101
118
Pini, F., Timergaleeva, D. (2021). When Luxury Brands Changed Their Approach to Social Media. In F. Mosca, C. Casalegno, R. Gallo (a cura di), Developing Successful Global Strategies for Marketing Luxury Brands (pp. 101-118). IGI Global [10.4018/978-1-7998-5882-9.ch006].
reserved
File in questo prodotto:
File Dimensione Formato  
Pini-2021-Developing Successful-VoR.pdf

Solo gestori archivio

Descrizione: When Luxury Brands Changed Their Approach to Social Media
Tipologia di allegato: Publisher’s Version (Version of Record, VoR)
Licenza: Tutti i diritti riservati
Dimensione 454.92 kB
Formato Adobe PDF
454.92 kB Adobe PDF   Visualizza/Apri   Richiedi una copia

I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/10281/513439
Citazioni
  • Scopus ND
  • ???jsp.display-item.citation.isi??? ND
Social impact