The challenges of the digital age for French luxury fashion brands considering digital women on social networks

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Pauline, Pradon
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MBA in Marketing
Dublin Business School
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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 brands. 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.