Advances in Economics, Management and Political Sciences
- The Open Access Proceedings Series for Conferences
Proceedings of the 2nd International Conference on Business and Policy Studies
Series Vol. 9 , 13 September 2023
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Access | Article
Research on the Status Quo and Strategy of Luxury Brand Sales Model in the Post-epidemic Era -- Taking Chanel as an Example
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Abstract
This paper’s research concerns luxury brands’ marketing strategies in the post-epidemic era. Most of the literature examining the marketing of luxury goods considers economic value. This literature explains marketing strategies by analyzing large amounts of data. This paper hopes to examine luxury marketing strategies in the post-epidemic era from a new perspective. The luxury marketing strategies and case studies examined in this paper examine the DNA of consumer groups and luxury brands. The research method used in this paper is documentary analysis. This paper analyses the marketing strategy of the Chanel brand in the post-epidemic era by reading the literature and finding secondary sources. This paper analyses the shortcomings of the current marketing strategy by analyzing the needs of consumers and society and the consumers’ evaluation of the brand. This paper hopes that the luxury marketing strategy will allow the DNA of the brand to be more powerful and bring higher economic and social value to the luxury brand.
Keywords
status quo, marketing strategy, luxury brand, chanel
References
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Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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- Volume Title
- Proceedings of the 2nd International Conference on Business and Policy Studies
- ISBN (Print)
- 978-1-915371-45-4
- ISBN (Online)
- 978-1-915371-46-1
- Published Date
- 13 September 2023
- Series
- Advances in Economics, Management and Political Sciences
- ISSN (Print)
- 2754-1169
- ISSN (Online)
- 2754-1177
- DOI
- 10.54254/2754-1169/9/20230366
- Copyright
- 13 September 2023
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited