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Promotional Strategies of Luxury Fashion Brands in Social Media -Focused on Instagram-

  • Journal of Communication Design
  • Abbr : JCD
  • 2020, 72(), pp.255-266
  • DOI : 10.25111/jcd.2020.72.18
  • Publisher : CDAK Society of Communication Design
  • Research Area : Arts and Kinesiology > Design > Visual Information Design > Information Design
  • Received : June 3, 2020
  • Accepted : July 27, 2020
  • Published : July 31, 2020

YEOM HYESOO 1,  park seon ji 2

1상명대학교
2상명대학교 패션디자인전공 강사

Accredited

ABSTRACT

In a modern fashion market where it is hard to achieve differentiation due to product standardization and fierce competition, the promotional strategies of fashion brands through social media can make consumers have favorable attitudes toward such brands by enhancing brand values through the construction of positive brand identity. In this study, four famous luxury brands which have been active in brand promotion through Instagram were chosen to investigate such promotional strategies and analyze their meaning, and the results found the followings: In terms of the promotional strategies of luxury brands on social media, the followings were found: Production by amateur, emphasis on couture elements, emphasis on specific aspects, interviews and photos with celebrities, brand story and behind cut. Their implicit promotional effects can include issue making, emphasis on craftsmanship, artistry, halo effect and attractiveness improvement. It is anticipated that the study results would be available as meaningful data as standards for luxury fashion brands to develop brand-new promotional strategies, using social media.

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