Digital marketing and the transformation of exclusivity in luxury branding
DOI:
https://doi.org/10.71159/bizinfo260003KKeywords:
luxury branding, digital marketing, exclusivity, consumer behaviourAbstract
This paper analyzes the evolving concept of exclusivity in luxury branding, with a particular emphasis on digital marketing. Luxury brands, traditionally defined by limited access, superior craftsmanship, and an affluent clientele, are increasingly challenged by digital democratization while seeking to preserve their exclusive status. The study explores how luxury companies adapt to the digital environment through the use of immersive technologies, personalized artificial intelligence experiences, and targeted social media strategies, while maintaining brand prestige. Drawing on theoretical perspectives and practical examples from established brands such as Chanel, Dior, and Louis Vuitton, the paper addresses the concept of the exclusivity paradox, understood as the need to balance accessibility and desirability. It further argues that digital transformation is reshaping consumer behavior, brand positioning, and the future trajectory of luxury branding.
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