How Fashion Luxury Brands Innovate Marketing Strategies in the Development of Internet Media
DOI:
https://doi.org/10.54691/bcpbm.v16i.304Keywords:
Luxury Brands, Online, Social Media, Digital MarketAbstract
The development of Internet media has a great influence on the online marketing strategies of fashion luxury brands. Dior, as an online development strategy for a fashion luxury brand, makes a strategy that adapts to the current situation. The purpose of this study was to explore how fashion luxury brands innovate marketing strategies in the development of Internet media. This paper used consumer purchase intention and marketing mix theory. Later, the study used swot analysis method to study the strength, weaknesses, opportunities, and threats of the research object Dior in the online development of fashion luxury brands. This research concluded that Dior's new development strategy for Internet media has achieved current success in the online direction of fashion luxury brands. Based on the discussion of this paper, as well as under the development of Internet media, Dior should continuously optimize online marketing strategies in response to changes in the market environment for the long-term development of brand online sales.
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