Luxury Fashion Brands' Website Strategies: A Study with Portuguese Designers

• Tipo: Artigo em Livro de Atas de Conferência Internacional
• Data: 2022

Autores

Teixeira, S (Autor) Outra; Barbosa, B (Autor) FEP; Ferreira, C (Autor) Outra; Reis, JL (Autor) Outra

Ata de Conferência Internacional

Título: MARKETING AND SMART TECHNOLOGIES, VOL 1

Páginas: 717-732

International Conference on Marketing and Technologies (ICMarkTech)

Tenerife, SPAIN, DEC 02-04, 2021

Indexação

ISI Web of Knowledge - 0 Citações

Scopus - 1 Citação

Outras Informações

ID Authenticus: P-00W-D1W

DOI: 10.1007/978-981-16-9268-0_60

Abstract (EN): This article aims to identify the success factors for Website strategies of independent luxury fashion designers to communicate their brands and to foster lasting relationships with customers. The article includes an empirical study with 14 Portuguese luxury fashion brands designers that combine Website analysis and interviews with its managers. This study evidences the difficulties that Portuguese luxury fashion designers face in communicating the differentiating elements of a luxury fashion brand in digital channels, particularly product characteristics, luxury atmosphere, service personalisation, and the intimacy enabled by brick-and-mortar stores. The findings highlight the difficulties in strengthening online customer relationships, and those omnichannel strategies are essential to preserving luxury products' differentiating features and elements.

Idioma: Inglês

Tipo (Avaliação Docente): Científica

Nº de páginas: 16