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Memorias de investigación
Communications at congresses:
Social media marketing in Italian luxury fashion
Year:2015
Research Areas
  • Marketing psychology and consumer behavior psychology
Information
Abstract
Industries nowadays have been comfortable with the incorporation of social media to their marketing strategy. Italy has been known as a major center of the European fashion industry, a sector that is also following the social media marketing trends. This paper provides empirical findings on Italian luxury fashion brands? social media marketing activities. We present and analyze two case studies of Italian luxury fashion brands: Gucci and The Bridge (Il Ponte Pelletteria). Gucci is one of worldwide leading Italian fashion companies and The Bridge is a SME fashion brand that focuses on leather products. This study is based on a conceptual framework on social media marketing strategy synthesized from extensive social media marketing literature. The research methodology includes content analysis of Gucci?s and The Bridge?s public posts on their Facebook brand pages and Twitter. Our findings suggest that social media actions implemented by both brands are directed toward promotion and sales marketing activities. However, there are differences on the specific actions carried out by both brands, and the use the companies make of the two social media platforms. This paper provides valuable insight for framing social media marketing strategic actions and set the basis for social media performance measurements, especially among luxury fashion brands.
International
Si
Congress
4th International Workshop on Luxury Retail, Operations, and Supply Chain Management
960
Place
Milán (Italia)
Reviewers
Si
ISBN/ISSN
978-88-6493-030-5
Start Date
25/05/2015
End Date
27/05/2015
From page
14
To page
14
5th Annual International Workshop on Luxury Retail, Operations and Supply Chain Management. Achieving luxury standards through Supply Chain and Social Sustainability. Book of proceedings.
Participants
  • Autor: Artha Sejati Ananda . (UPM)
  • Autor: Angel Hernandez Garcia (UPM)
  • Autor: Lucio Lamberti (Politecnico di Milano)
Research Group, Departaments and Institutes related
  • Creador: Departamento: Ingeniería de Organización, Administración de Empresas y Estadística
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