Fashion and Social Media: Some Illustrative Evidence from Italian Luxury Brands

Although it is clear that social media is powerful, many luxury fashion brands have been reluctant or unable to develop strategies and allocate resources to effectively engage with the new media. Adopting an exploratory approach, this chapter studies the use of social media in the luxury fashion industry through three case studies from the Italian market. The aim is to understand the role of social media as a strategic marketing tool and its broader implications to the overall marketing strategy. The findings arising from this research can help practitioners and managers to make sense of the social media environment and better understand how to design social media activities to engage with the luxury fashion consumer.