Era of digital transformation has created an entirely new class of competitionacross businesses. Companies have to keep up withthese changes and in turndeveloping new ways of doingtheir businesses in order to survive, and to respond and adapttheir position in suchcompetitiveenvironments. The mobile internet and social media have created new digital communication channelsbetween a company and itscustomerslabelled as ‘digital channels’ (Edelman, 2010 :62). Digital channels have played a significantrole in the digital revolutionthrough online connectivity. Digital trends in society have enabledindividuals to communicatewithout the boundaries of time or place, accessing information worldwide and making multiple transactions in real time (Brand & Henning, 2002). Movingfromhere, customers are no longer justdownloading or searching for static data, but are able to interact, upload and sharetheirown content to a wider online network. Customer interactions through digital channels have influenced business strategy(Schultz & Peltier 2013). The main challenge faced by companiesisunderstandingtheircustomer’sneedsthroughthesechannels, as traditionalcustomer segmentation is no longer valid in a digital world (Numes&Cespedes 2003 :104). Ratherthandeveloping and launching digital channels; makingthemtrulyengaging and valuable to the customerisdifficult(Schultz & Peltier, 2013). Marketing and design research has proventhatemotions have influence on attitudes and behaviourstowards brands and the economic value of long-termcustomerrelationships (Hill, 2010; Mattila, 2001). This paperintends to provide an overviewonluxuryfashion marketing and luxury brand marketing, by looking at thecurrentrole of digital marketing in luxuryfashion brand Burberry, (rankingninety-fourth on the 2015 Forbes list of Woldmostvaluable brands, eighth on the 2015 Luxury Institute of New York list and first ranked by Digital IQ Score on 2016) The paperalsohighlights the significance of integrating digital marketing as a key component to drive success.The studyalsoshows an illustration ofintersecting the areas of emotions, business communications and digital channel to provide insights into the Burberry’s digital customerexperience.
Digital Marketing, Fashion, Luxury, Consumer Behavior, Brand