Marketing Strategies in Times of Crisis Exploring More Digital Strategies in Luxury Industry

DOI

10.2991/assehr.k.211209.365How to use a DOI?

Keywords

young consumers; social media; e-commerce; virtual technology

Abstract

With the outbreak of covid-19, digital marketing has become a turning point for the phenomenon of luxury offline activities being blocked. Marketers and consumers are paying more attention on this emerging marketing approach from traditional mass. In order to understand how luxury goods continue to use digital channels to attract young consumers, this work first clarifies three criterions based on relevant literatures, including social media, digital technology service, and e-commerce platform. Then adopt the quantitative and qualitative methods are adopted to analyze the different usage of luxury online and offline users and some interesting trends related to digitization. The final research results indicate that luxury industry can appeal to young consumers through innovation and management of the second-hand market, strengthening management of various channels of online shopping channels and redeveloping virtual fitting rooms with the help of VR technology.

Copyright

© 2021 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Rui Cheng
AU  - Jianyi Zhu
AU  - Xiuheng Zhu
AU  - Churui Zhang
PY  - 2021
DA  - 2021/12/15
TI  - Marketing Strategies in Times of Crisis Exploring More Digital Strategies in Luxury Industry
BT  - Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
PB  - Atlantis Press
SP  - 2224
EP  - 2230
SN  - 2352-5428
UR  - https://doi.org/10.2991/assehr.k.211209.365
DO  - 10.2991/assehr.k.211209.365
ID  - Cheng2021
ER  -