Communications in Humanities Research
- The Open Access Proceedings Series for Conferences
Communications in Humanities Research
Vol. 21, 07 December 2023
Open
Access | Article
The Influence of Mass Media on Luxury Fashion Brand Marketing Strategies: A Case Study of Hermès
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Abstract
In this era of information and technology, mass media plays a crucial role in various aspects of commerce. The fashion industry is closely related to audience feedback and the social environment. The fashion trend is changing rapidly and constantly. It is imperative for the industry to rapidly disseminate its unique ideas and gather information from customers and competitors. This situation enables fashion brands to adjust their marketing strategies, pursue commercial benefits, and create innovative styles. Therefore, utilization of media tools has become a prerequisite for triumphing in the competitive commerce landscape. This essay adopts a case study research method to analyze the impact of mass media on the marketing strategies of luxury fashion brands. Moreover, it aims to compare traditional marketing strategies with contemporary ones. Then, it delves into the forthcoming issues that luxury fashion brands may encounter due to advancements in media development. Finally, give solutions to luxury fashion brands in the era of mass media. The conclusion is that luxury fashion brands need to fully integrate their classical and digital marketing strategies. While maintaining their stylish and opulent attributes, the brands need to take advantage of mass media platforms. The goal is to capture the customer’s psychology and enhance the customer’s buying experience.
Keywords
mass media, luxury, fashion, marketing, Hermès
References
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Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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- Volume Title
- Proceedings of the 2nd International Conference on Interdisciplinary Humanities and Communication Studies
- ISBN (Print)
- 978-1-83558-185-8
- ISBN (Online)
- 978-1-83558-186-5
- Published Date
- 07 December 2023
- Series
- Communications in Humanities Research
- ISSN (Print)
- 2753-7064
- ISSN (Online)
- 2753-7072
- DOI
- 10.54254/2753-7064/21/20231410
- Copyright
- 07 December 2023
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited