A New Pocket of Growth: Digitalization Strategy for Luxury Fashion Brands Based on the Social Commerce Model

Dai, Yuping

Savannah, Georgia: Savannah College of Art and Design

2021-05

Thesis (M.F.A.) -- Luxury and Fashion Management

Savannah College of Art and Design -- Department of Luxury and Fashion Management

Includes bibliographical references (pages 157-165).

Appendix includes transcripts of 6 interviews and questionnaire answers.

"Nowadays, social media has become an essential part of people's life. People keep receiving diversified information through different social media from time to time. Due to the convenience and interactivity, social media is the first choice that has become the tool to launch marketing activities. Under these circumstances, 'Consumer engagement' is an important topic. When the consumers participate in the marketing activities or engage in social media, the value can be co-created by the consumers and companies. Because of the differences between culture and digital system, the author hopes to provide a feasible social commerce strategy for international luxury fashion brands, help them win China's digital market, and establish a long-term loyal relationship with the younger generation. The author believes that the Social Commerce Model of luxury fashion brands is the simultaneous development of social media, content, and e-commerce. Luxury brands can use Weibo, WeChat, RED and other social platforms to get attention; content-based interactive communication ignites the promotion. The celebrities, professionals and KOLs enhance the audience's attention to the brand; E-commerce is the last step of the digital journey to achieve sales growth. The ultimate goal of digital marketing is to guide the audience to purchase to complete the digital marketing process." --Abstract

*Keywords: social media, E-commerce, social commerce marketing, luxury industry, digitalization, value co-creation, customer value perception, digital behavior, China

CHAIR: Yang, Dong

Cannatà, Alessandro

Wightman, Carin

English

Luxury and Fashion Management

Text

1 online resource: 1 PDF (Thesis, 165 pages, color illustrations, graphs, charts)

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