The Impact of Digital Marketing on Luxury Fashion Brands

Naima Sfar, Özgür Çengel


The effect of digital marketing on enterprises in industry of fashion is covered in this paper. The study looks at how YouTube vloggers and social media have changed how consumers interact with premium businesses. In the context of digital marketing for fashion companies, it also examines the notions of value co-creation and ingredient branding. The report also discusses how digital marketing affects the luxury retail business and the luxury consumer experience. According to the study, digital marketing has significantly changed the luxury fashion business, presenting opportunities and difficulties for luxury fashion brands. Luxury fashion companies can increase sales and customer loyalty, increase brand awareness, and broaden their customer base by employing digital marketing methods efficiently.


Digital, Marketing, Luxury, Fashion, Brand

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Journal of Industrial Policy and Technology Management is licensed under a Attribution-NonCommercial 4.0 International (CC BY-NC 4.0).

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