Luxury, or the products and services of luxury brands, represent something that goes beyond simply meeting the urgent and everyday needs of the average person. Luxury brands have high prices so that they are accessible to individuals with higher incomes, but they are also characterized by high quality, unusual aesthetics, exclusivity, different marketing communication and channels. Organizations that own luxury brands are always in a dilemma of how to increase sales, maintain their value, competitiveness and difference. Nowadays, social media represent a part of advertising that has significantly influenced the marketing practices and strategies of luxury brands. With the advent of the Internet and social media, communication has evolved from a mass model where the consumer has no role in production to a personalized model with the consumer as the main point. Despite the fact that luxury brands were initially skeptical about the use of social networks in their marketing strategies, they are now one of the central tools for building and maintaining relationships with customers.
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