What is it about?
With USD 320 billion spent on luxury fashion in the Middle East and a growing digital consumer presence, local start-ups must form an integrated online relationship with millennials in order to recruit and retain a viable customer base. Nonetheless, these elements are yet to be extensively and properly researched as the literature is still scarce vis-à-vis this area.
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Why is it important?
The literature relating to digital strategies for luxury fashion start-up brands in the Middle East is still nascent. This study fills a considerable gap in the literature related to such brands that are aiming to stay relevant amidst the growing impact of the digital landscape on luxury fashion brand shoppers in the Middle East.
Perspectives
The findings enhance current understanding pertaining to Gen Ys’ motivations when selecting and engaging online with a luxury fashion start-up brand. The study suggests a detailed strategic framework that can be used in an integrated omni-channel approach. It also discusses the different touch-points that play a role in influencing luxury consumption across different motivation stages.
Dr. Zahy B Ramadan
Lebanese American University
Read the Original
This page is a summary of: Luxury fashion start-up brands' digital strategies with female Gen Y in the Middle East, Journal of Fashion Marketing and Management, June 2021, Emerald,
DOI: 10.1108/jfmm-10-2020-0222.
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