Internet, Social Media and Luxury Strategy

Fleur Gastaldi

Chapter 6 in Luxury Strategy in Action, 2012, pp 108-124 from Palgrave Macmillan

Abstract: Abstract Over the past decade, a brand new mass medium has made a dramatic appearance in the form of the Internet – with its major application, the World Wide Web, commonly known as the web. The Internet has drastically changed all traditional business models. In the luxury industry, there has been fierce questioning about how to approach this growing phenomenon, and how to preserve a unique brand image in the open world offered by the Internet. Luxury brands have long debated how to integrate this powerful and intrusive channel of mass communication into the intimacy of an exclusive luxury brand’s strategy.

Keywords: Customer Loyalty; Luxury Brand; Online Market; Luxury Product; Luxury Hotel (search for similar items in EconPapers)
Date: 2012
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DOI: 10.1057/9780230361546_7

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