Branding luxury: Finding a balance between exclusivity and the inclusivity of a digital world.

摘要

The fashion industry had undergone tremendous changes in the last decade. In particular, the new inclusive digital environment has made it difficult for exclusive luxury brands to continue to operate without giving consideration to the wants of the consumer.;This thesis examines how luxury brands can navigate the new technological environment by finding a balance between an exclusive brand image and the inclusivity of the digital realm. A detailed analysis of the online strategy of the luxury brand Oscar de la Renta serves to illustrate an effective balance when engaging with consumers online.