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

• Type: Article in International Conference Proceedings Book
• Date: 2022

Authors

Teixeira, S (Author) Other; Barbosa, B (Author) FEP; Ferreira, C (Author) Other; Reis, JL (Author) Other

Conference proceedings International

Title: MARKETING AND SMART TECHNOLOGIES, VOL 1

Pages: 717-732

International Conference on Marketing and Technologies (ICMarkTech)

Tenerife, SPAIN, DEC 02-04, 2021

Indexing

ISI Web of Knowledge - 0 Citations

Scopus - 1 Citation

Other information

Authenticus ID: 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.

Language: English

Type (Professor's evaluation): Scientific

No. of pages: 16