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Research on Luxury Marketing Strategies in the Digital Age: A Case Study of Hermès' Social Media Marketing
- 1 School of Economics and Finance, Queen Mary University of London, London, E1 4NS, United Kingdom
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Abstract
This paper adopts the method of case study to analyze the social media marketing strategy of Hermès in depth, and analyzes and discusses the development trend of luxury marketing in the digital era. The following conclusions can be drawn: firstly, the success of Hermès lies in the subtle layout of its social media marketing strategy. The brand has succeeded in establishing a deep connection with consumers by precisely communicating its values. Secondly, Hermès' social media marketing strategy is reflected in the in-depth dissemination of brand story and culture, cross-border cooperation and creative stimulation of artists, the enhancement of interactive experience and sense of participation, the precise selection of social media platforms and content planning, as well as the integration of online and offline and omnichannel marketing, which all together constitute the powerful marketing system of Hermès on social media. Luxury marketing in the digital era is undergoing profound changes, with the trend of the rapid growth of online sales, diversification of digital marketing tools, and omnichannel integration becoming more and more obvious, luxury brands must continue to innovate in order to adapt to the new demands and challenges of the market.
Keywords
Marketing, Social Media, Hermès Marketing Strategy
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Cite this article
Deng,L. (2024). Research on Luxury Marketing Strategies in the Digital Age: A Case Study of Hermès' Social Media Marketing. Advances in Economics, Management and Political Sciences,143,65-72.
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Volume title: Proceedings of ICFTBA 2024 Workshop: Finance's Role in the Just Transition
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