How to implement digital marketing for a luxury fashion brand while respecting its components?

For many years, digital has impacted customers and companies. Furthermore, digital marketing has grown and provides many opportunities for businesses. Thanks to data, it is possible to measure effectiveness and deeply know its consumers. However, digital marketing is not so easily applied to all sectors. Being synonymous with accessibility where the customer is king, it is difficult to coincide with the luxury sector which represents rarity and specific fundamentals. This thesis allows for exploratory research on how to optimally integrate digital marketing into fashion luxury while respecting the components of luxury. The first part will consist of establishing the theoretical framework of the research question where the concepts of fashion luxury, digital marketing, and the meeting of the two are discussed. Then, a practical part is exposed, consisting mainly of analysis of customer interviews. The thesis ends with the presentation of key success factors for an optimal implementation of digital marketing in fashion luxury.