Peculiarities of Promotion of Luxury Brands in the Fashion Sphere: Marketing Mix or Ecosystem

Luxury fashion brands and their promotion methods have always been one of the most difficult and ambiguous areas of research for marketers. The paradox of luxury marketing, which is expressed in the need for luxury brands to use classic marketing tools without losing their exclusivity, has not yet been resolved. This research is devoted to studying the distinctive features of luxury brand promotion and finding a solution to the paradox of luxury marketing. The purpose of the research is to identify the features of promotion of luxury fashion brands that distinguish the communication of a luxury brand from a mass-market brand. This research is based on 5 expert interviews and case studies. As a result of the research, the main features of luxury brand promotion were highlighted, a solution to the paradox of luxury marketing was proposed, and recommendations were made regarding the use of classic marketing tools in the promotion of luxury brands.