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Key Success Factors of Digital Communication Strategies of Global Luxury Brands on Different Markets Exemplified by the Brand Chanel

Student: Maria Makeeva

Supervisor:

Faculty: Faculty of World Economy and International Affairs

Educational Programme: International Business (Master)

Year of Graduation: 2020

The research outlines the key success factors that boasts global luxury brands while implementing their digital strategies in different markets. It was conducted at the very beginning of COVID-19 outbreak, which is definitely transforming the luxury businesses and their digital background. Based on the highligted success factors the new strategy of digital adaptation for new circumstances was suggested by the author and proved as effective one.

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