Marcas de luxo e estratégias digitais de comunicação

: os casos Chanel e Fashion Clinic

Abstract

The past few decades have challenged the world of luxury. With digital communication, brands have been forced to adapt, to be increasingly versatile and inclusive. More and more Luxury Brands are becoming closer and present in the routines of their consumers and their needs, through social networks and the digital world, increasingly revealing who they are and what they stand for. This dissertation starts from the definition of Luxury Brands, explores their new consumers, and investigates the space occupied by Luxury Brands as well as their digital strategy, without ever losing their attributes and identity. The central issue – the relationship between luxury and digital communication brands – is investigated on a theoretical-practical level. For this reason, the data was collected through interviews about the two cases, one of French origin and the other sedated in Portugal - Chanel and Fashion Clinic - in order to understand the management and communication strategy of luxury brands in the contemporary world. The results of this study provide insights into the professional universe of luxury brands, which they cannot ignore as social networks, and about the development of experimental and social media marketing actions, in response to new consumers who like to feel more and more integrated. This dissertation has contributed to the perception of scope of the definition of luxury brands and offers information and unique perspectives on this industry and its digital strategy.

Date of Award	12 Nov 2020
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Laura Castro (Supervisor) & Helena Amaral Neto (Co-Supervisor)