The Application of VR Technology in the Marketing of Women’s Luxuries
DOI:
https://doi.org/10.54691/bcpbm.v25i.1914Keywords:
VR Technology, Luxuries, MarketingAbstract
At present, millennials have become the main luxury consumers. With the development of the digital economy, people’s consumption concepts and behaviors are undergoing profound changes. In the digital environment, luxury marketing approaches are facing new challenges and changes. Luxury brands not only need to use digital marketing to tell their brand stories, but also need to form an immersive experience during online marketing. Able to be multisensory, immersive and interactive, virtual reality (VR) technology has become an important innovation in the field of digital marketing. Based on the systematic literature review of digital marketing and marketing of women’s luxuries, this paper analyzes the application of VR technology in the marketing of women’s luxuries.
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