Luxury through its unique universe has always aroused envy and desire among
women. However, the advent of the digital age has disrupted the luxury sector. Therefore,
understanding the relationship that Digital Women have with luxury fashion brands on social
networks is a major issue in the implementation of digital marketing strategies of luxury
The present research relies on exploratory study with qualitative research made
through 10 semi-structured interviews of French Digital Women. Thematic analysis of findings
defines Digital Women and reveals the main factors to engage them on social networks, in
particular through real-time, light-hearted and behind the scenes content, influencers
partnerships, less tradition, honouring the designer, and sharing values and commitments
while exploring new visions.
With an asserted and well-known positioning for many years, luxury brands should
have a new function in the digital age, entertaining on social networks with inspiring content
that break the codes of luxury.