Innovative Marketing in Luxury Fashion: How Gucci Uses Big Data to Enhance Digital Marketing
DOI:
https://doi.org/10.54691/rj6ca636Keywords:
Digital Transformation; Luxury Brands; Gucci; Big Data; Digital Marketing; Generation Z; Consumer Behavior; Augmented Reality (AR); Virtual Reality (VR); 3D Visualization.Abstract
This study examines Gucci's digital marketing strategies, focusing on how the brand leverages big data to enhance its digital presence and engage Generation Z. Amid significant digital transformation in the fashion industry, Gucci has maintained its competitive edge through innovative digital initiatives. The research analyzes Gucci's use of big data to personalize customer experiences, optimize marketing campaigns, and implement online-to-offline (O2O) strategies. Findings indicate that Gucci's comprehensive digital strategy, which includes augmented reality and 3D visualization, effectively enhances customer engagement, increases sales, and builds brand loyalty, solidifying its position as a leader in the luxury fashion industry.
Downloads
References
C. D'Arpizio, F. Levato, M.A. Kamel, J. de Montgolfier: The future of luxury: A look into tomorrow to understand today (Bain & Company, 2020).
T.H. Davenport, P. Barth, R. Bean: How 'Big Data' is different, MIT Sloan Management Review, vol. 54(1) (2012), 22-24.
H. Chen, R.H.L. Chiang, V.C. Storey: Business Intelligence and Analytics: From Big Data to Big Impact, MIS Quarterly, vol. 36(4) (2012), 1165-1188.
K.M. Eisenhardt: Building theories from case study research, Academy of Management Review, vol. 14(4) (1989), 532-550.
R.K. Yin: Case Study Research: Design and Methods (2nd ed.), Sage Publications, USA (1994).
R.E. Hoskisson, M.A. Hitt, W.P. Wan, D. Yiu: Theory and research in strategic management: Swings of a pendulum, Journal of Management, vol. 25(3) (2000), 417-456.
M.Q. Patton: Qualitative Research and Evaluation Methods (3rd ed.), Sage Publications, USA (2002).
L2 Inc.: Fashion Brand Digital Index Report (2020).
Gartner: Digital IQ Index: Luxury 2023, Gartner (2023).
McKinsey & Company: Digital luxury experience: Keeping up with changing customers, McKinsey & Company (2021). Available at: McKinsey Digital Luxury Experience.
Downloads
- Views: 111 | Downloads: 162 PDF
Published
Issue
Section
License
Copyright (c) 2024 Scientific Journal of Economics and Management Research
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.