Fashion marketing και digital marketing των Louis Vuitton και Gucci και ανάλυση συμπεριφοράς καταναλωτή μέσω social media
Fashion marketing and digital marketing by Louis Vuitton and Gucci and analysis of consumer behavior through social media
KeywordsLuxury goods ; Louis Vuitton ; Gucci ; Digital marketing ; Fashion marketing ; Social media ; Διαφήμιση
The following thesis is about a research on luxury goods and specifically the analysis of marketing strategies, digital marketing, as well as important collaborations that Gucci and Louis Vuitton have made. Firstly, definitions such as fashion, style, branding, types of fashion, are analyzed and then two types of marketing are described, fashion marketing and digital marketing. In addition, important marketing strategies and tools such as marketing mix, 4Cs, SWOT analysis are also mentioned. The research continues with the theory of consumer behavior and specifically with the process of making a decision, the hierarchy of needs, types of consumers and market segmentation. The paper begins with its first main axis, which is Louis Vuitton. There is a historical review of the company, starting with who was its creator, how the house evolved over the years and where it is today. Subsequently the basic marketing and digital marketing strategies, followed by the company, as long as the most important collaborations it has made, which were and are milestones in the company's history, are analyzed in detail. The popularity and influence that the company has on social media is also monitored based on the applications separately. The research continues with its second main axis, the house of Gucci. The structure followed for the analysis is the same as that of Louis. It starts with the historical review, from the foundation to its modern course and continues with the marketing and digital marketing strategies that the company follows and uses. An extensive reference is made here to the collaborations that the popular house has made over the years, which have contributed to it being considered as one of the world's biggest luxury brands. The same analysis of the impact it has through social media was followed in this company as well. The thesis is reaching to its final stage, the quantitative research and specifically the conduct of a questionnaire, regarding the effectiveness of advertising through social media and other platforms, as well as the behavior and reaction of the consumer. Quantitative analysis results were supported through SPSS and Google Forms. Finally, the research concludes with the main results of the questionnaire.