Global Luxury Fashion Branding: A Systematic Literature Review
Creators: name: Αμπράζη, Ελένη Νικολάου
Publisher: name: Aristotle University of Thessaloniki
Year: 2023
Subjects: Μάρκες Πολυτελείας Μόδας
Παγκόσμιο Μάρκετινγκ
Παγκόσμιες Μάρκες Μόδας
Luxury Fashion
Global Branding
Global Marketing

description: This systematic literature review aims to investigate luxury fashion branding using the PRISMA framework, which is a set of guidelines for reporting systematic reviews and meta-analyses. Four research questions are addressed in the review: (RQ1) What are some branding strategies that luxury fashion brands use? The findings suggest that luxury fashion brands use a variety of branding strategies to appeal to consumers, such as storytelling, which involves creating a narrative or a history behind the brand to evoke emotions and create a sense of exclusivity. Personalization, which involves tailoring products and experiences to individual customers, is also used to create a sense of exclusivity and exclusivity. Experiential marketing, which involves creating immersive brand experiences that are designed to evoke emotions and create a memorable brand experience, is another strategy used by luxury fashion brands. (RQ2) To what extent are consumers intentional when purchasing luxury? The findings suggest that consumers' intentions when purchasing luxury vary. Some consumers are driven by status, and the desire to signal their social status to others. Others are motivated by the emotional benefits of luxury products, such as feelings of happiness, pride, or self-esteem. Still, others are motivated by the personal identity that luxury products can provide, such as a sense of self-expression or individuality. (RQ3) How has social media changed the landscape of luxury fashion branding? The findings suggest that social media has had a significant impact on luxury fashion branding, enabling brands to reach a larger audience and interact with consumers more effectively. However, it has also led to a dilution of the luxury brand experience, as luxury brands are now more accessible to a wider audience and are no longer perceived as exclusive. (RQ4) Are there behavioral patterns when buying luxury goods in the fashion industry? The findings suggest that consumers exhibit a variety of behavioral patterns when buying luxury goods in the fashion industry, such as impulse buying, which occurs when a consumer makes a purchase based on an impulsive decision, rather than rational thought. Rational decision making, which occurs when a consumer makes a purchase based on a deliberate and logical evaluation of product features and benefits, is also observed. Emotional buying, which occurs when a consumer makes a purchase based on emotions or feelings, such as happiness, love or guilt, is also reported. Overall, the findings suggest that luxury fashion brands use a variety of branding strategies to appeal to consumers, and that consumers exhibit a variety of intentions and behavioral patterns when purchasing luxury goods. Social media has also had a significant impact on the luxury fashion industry, enabling brands to reach a larger audience but also diluting the luxury brand experience
description: Αυτή η ανασκόπηση εξετάζει το branding στον πολυτελή τομέα της μόδας, χρησιμοποιώντας το πλαίσιο εργασίας PRISMA και απαντώντας σε τέσσερις ερευνητικές ερωτήσεις. Τα αποτελέσματα υποδεικνύουν ότι οι πολυτελείς μάρκες χρησιμοποιούν διάφορες στρατηγικές branding, όπως η αφήγηση ιστοριών, η προσαρμογή στον πελάτη και η διαφημιστική εμπειρία. Οι καταναλωτές έχουν διαφορετικές προθέσεις όταν αγοράζουν πολυτελή προϊόντα, από την ένδειξη κοινωνικής κατάστασης μέχρι συναισθηματικά οφέλη και ατομική ταυτότητα. Τα μέσα κοινωνικής δικτύωσης έχουν επηρεάσει σημαντικά το branding της πολυτελούς μόδας, επιτρέποντας στις μάρκες να φτάσουν σε ένα μεγαλύτερο κοινό, αλλά διαβρώνοντας την αίσθηση της αποκλειστικότητας. Οι καταναλωτές εκδηλώνουν διαφορετικά πρότυπα συμπεριφοράς όταν αγοράζουν πολυτελή αγαθά