The Specifics of Online-Communications of Luxury Brands in the Fashion Industry

This thesis is dedicated to The Specifics of Online-Communications of Luxury Brands in the Fashion Industry. Topicality of the research lies in the fact that luxury fashion brands understand the importance of online-communications but are wondering “How to do it in the correct way?” The purpose was to systematize the Russian and foreign experience of best practices of online-communications and to develop the recommendations for brand-managers. There were used such methods as academic literature review, case-study, in-depth interviews with experts, open coding, comparative analysis. There were also used regression analysis and analysis of variance in SPSS. The first section was dedicated to theoretical basis of branding and marketing communications in the fashion industry. There were considered different types of fashion brands classification, revealed target audiences and marketing communications that are used by luxury fashion brands. In the second section there was performed the analysis of publications of luxury fashion brands on Instagram. The result was the revealing of different factors (such as hashtags, celebrities, prices) that influence on likes and comments quantity and on Engagement Rate. The third section was dedicated to the results of in-depth interviews with 8 experts. Due to interview there were revealed the specifics of successful online-communications of luxury fashion brands and also the current situation in fashion industry, the opportunities and difficulties for luxury brands and target audiences. The result of the thesis was the developing of recommendations for luxury fashion brands regarded to the issue “How to make successful online-communications?”