Research on the Factors Influencing the Purchasing Behavior of Young Luxury Consumers Case

A Case Study of Gucci Brand Digital Marketing Exploration

DOI

10.2991/aebmr.k.220405.223How to use a DOI?

Keywords

Purchasing behavior; Luxury brand; Gucci; Digital marketing

Abstract

This study analyzes the changes and development of Gucci’s digital marketing methods for young consumers in the new media environment, and explains the exploration of social platforms to spread brand emotion and value in the process of new media brand marketing, and to seize the psychological marketing methods of young consumers. In view of the shortcomings of digital marketing strategies of luxury brands in the new media environment and the future development trend, the following suggestions are put forward: 1. A change in design philosophy. 2. Capture the main target consumers of luxury brands. 3. Develop digital marketing strategies in line with different cultural backgrounds.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

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TY  - CONF
AU  - Yinghan Wu
PY  - 2022
DA  - 2022/04/29
TI  - Research on the Factors Influencing the Purchasing Behavior of Young Luxury Consumers Case
BT  - Proceedings of the 2022 7th International Conference on Social Sciences and Economic Development (ICSSED 2022)
PB  - Atlantis Press
SP  - 1338
EP  - 1343
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220405.223
DO  - 10.2991/aebmr.k.220405.223
ID  - Wu2022
ER  -