THE NEW LUXURY NOWADAYS AND THE ENGAGEMENT OF THE BEST GLOBAL BRANDS IN THE FASHION MARKET ON THE WEB

Abstract

This article analyzes, from the perspective of the new luxury, the web engagement of the best global brands in the fashion market to attract customers in the present.  The new luxury emerges from the changes that have occurred in the consumer sphere and in the way the consumer sees, experiences and builds the brand image in today's market. The web is an antagonistic environment to the luxury market. Thus, this is exploratory/descriptive research with a qualitative/quantitative approach where through Social Network Analysis, we investigated the best global brands in the fashion market, such as Louis Vuitton, Chanel, Hermes Paris, Gucci, Cartier, Dior, Tiffany & Co., Burberry, and Prada. In this way, six brands follow the principles of the new luxury, where social interaction with the consumer was perceived for selling products accessible by the web and the involvement with social, cultural, and environmental causes. The results suggest ways to increase engagement and expand the social relationship of luxury brands on the web, using a more efficient digital marketing planning, as well as making more visible the practices of the new luxury in the digital environment, demonstrating to customers the concern of brands and the luxury market with the environment and society.