engleski

Communication strategies of luxury brands during COVID-19 crisis

As the market for luxury fashion products is constantly evolving and expanding, more challenges lie ahead for luxury fashion brands. Luxury fashion brands are considered as pioneers in introducing trends and pressure of taking additional activities to create a better relationship with their customers to provide them with a better and satisfying. As COVID-19 crisis remodelled global economy, luxury fashion industry was between the first industries that completely transformed their businesses in order to respond to the crisis situation and also between the first industries that placed their focus on humanness. Radical changes on the market needed new skills and marketing strategies to keep pace with global market developments and a completely new situation. This paper focuses on analysing innovative, creative and humanitarian ways of reaction and communication of luxury fashion brands during first three months of COVID-19 period. Content analysis included in total 4 luxury brands (Louis Vuitton, Chanel, Gucci and Burberry) and research was based on secondary data obtained from Social media (Facebook, Instagram and Twitter) in period from February to May 2020. Research concluded that although there were similarities in luxury brands reactions while communicating the same message of importance of staying at home and self isolation, there were also different communication strategies used. While some of them used photography to deliver the message, other used music, art or poetry. All four observed fashion brands communicated their humanitarian side of business (donating medical masks, equipment and/or money to medical centres, medical workers or research centres) with celebrities’ engagement and they posted on social media about their fight against COVID-19 regularly.

communication ; crisis ; luxury fashion ; communication strategy

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