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THE NEW LUXURY NOWADAYS AND THE ENGAGEMENT OF THE BEST GLOBAL BRANDS IN THE FASHION MARKET ON THE INTERNET

This study examines the online presence of global fashion brands in light of new luxury. Identifying traditional resistances to digital integration, it is noteworthy that six out of nine researched brands adopt strategies consistent with new luxury, emphasizing interaction, dialogue, and the sale of premium products in the Brazilian market. A growing commitment to sustainability is observed, particularly in brands like Louis Vuitton and Dior, which integrate environmental and social actions into their online platforms. Social Network Analysis reveals the interconnectedness between the concepts of luxury and sustainability. Limitations include a narrow sampling focusing on fashion brands and a lack of exploration into exclusivity on digital platforms. The study underscores the importance of a deep understanding of luxury brands’ engagement online to guide digital marketing strategies in the post-modern era.

Keywords:
New Luxury; Fashion Brands; Sustainability; Online Engagement; Digital Marketing


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