Will the Covid-19 Reshape the Marketing of Luxury Brands?

DOI

10.2991/aebmr.k.220307.078How to use a DOI?

Keywords

Social media optimization; Luxury brands; Marketing strategy

Abstract

Luxury is internationally defined as “a kind of consumer goods beyond the scope of people’s survival and development needs and with unique, scarce, rare and other characteristics”, also known as non-necessities of life. Also, the rapid development of China’s economy has brought about the rapid expansion of the domestic luxury market. Due to the epidemic, the global luxury market has been greatly impacted. In this study, the merits of social media were highlighted by the sudden outburst of Covid-19 on the global scale, such as reputation or images, which will catalyze more direct benefits to the luxury brand companies. The major receiver, consumers on lulxury goods are classified by three types to qualify the relationship between consumer and suppliers in nowadays market, the inner connection in multiple luxury companies can be futher deduced base on public financial reports.In addition, a distinct comparison was drawn to rigorously explore the strategies adopted.

Copyright

© 2022 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  - Junjie Shang
PY  - 2022
DA  - 2022/03/26
TI  - Will the Covid-19 Reshape the Marketing of Luxury Brands?
BT  - Proceedings of the 2022 7th International Conference on Financial Innovation and Economic Development (ICFIED 2022)
PB  - Atlantis Press
SP  - 486
EP  - 490
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220307.078
DO  - 10.2991/aebmr.k.220307.078
ID  - Shang2022
ER  -