Development of Communication Strategy for Luxury Product Market

Student: Sheikina Olga

Faculty: Faculty of Economics, Management, and Business Informatics

Educational Programme: Marketing (Master)

Year of Graduation: 2018

In the past years the luxury goods market has grown dramatically. The general trend of this market is rejuvenation of its targeted audience which uses absolutely different ways of communication. The aim of this paper is to develop the marketing communication strategy for an Italian furniture studio – Studio Arca. The introduced strategy is based on a double-stage communication approach which helps to increase the number of influencers. Therefore, according to statistics, the influencers play a pivotal role in decision-making process of the final consumer. The author of this works has taken into consideration the particular characteristics and the significance of this topic and developed a value offer for designers who will win sales and enhance awareness about Studio Arca among the final consumers.

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