Social media marketing in Italian luxury fashion

Ananda, Artha Sejati and Hernández García, Ángel and Lamberti, Lucio (2015). Social media marketing in Italian luxury fashion. In: "5th Annual International Workshop on Luxury Retail, Operations and Supply Chain Management", 25-27 May, 2015, Milán (Italia). pp. 1-17.

Description

Title: Social media marketing in Italian luxury fashion
Author/s:
  • Ananda, Artha Sejati
  • Hernández García, Ángel
  • Lamberti, Lucio
Item Type: Presentation at Congress or Conference (Article)
Event Title: 5th Annual International Workshop on Luxury Retail, Operations and Supply Chain Management
Event Dates: 25-27 May, 2015
Event Location: Milán (Italia)
Title of Book: Proccedings of the 5th Annual International Workshop on Luxury Retail, Operations and Supply Chain Management
Date: 2015
Subjects:
Freetext Keywords: social media marketing; marketing strategy; social media actions; fashion brand; luxury fashion; RENL
Faculty: E.T.S.I. Industriales (UPM)
Department: Ingeniería de Organización, Administración de Empresas y Estadística
Creative Commons Licenses: Recognition - No derivative works - Non commercial

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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.

More information

Item ID: 41536
DC Identifier: http://oa.upm.es/41536/
OAI Identifier: oai:oa.upm.es:41536
Official URL: https://www.eko.polimi.it/index.php/workshopLuxuryRetail/Luxury
Deposited by: Memoria Investigacion
Deposited on: 01 Jul 2016 10:35
Last Modified: 01 Jul 2016 10:35
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