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Die Bedeutung von Social-Media-Plattformen der Luxus-Fashion-Marken für die Generation Z by Anonymous

Die Bedeutung von Social-Media-Plattformen der Luxus-Fashion-Marken für die Generation Z

by Anonymous
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Book cover type: Paperback
  • ISBN13: 9783346883094
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 78
  • Original Price: USD 60.5
  • Language: German
  • Edition: 1. Auflage
  • Item Weight: 114 grams
  • BISAC Subject(s): Management

Bachelorarbeit aus dem Jahr 2021 im Fachbereich Medien / Kommunikation - Medienökonomie, -management, Note: 1,3, International School of Management, Standort Dortmund, Sprache: Deutsch, Abstract: Luxusmarken zeichnen sich traditionell durch eine exzellente Qualität, Einzigartigkeit und Exklusivität aus. Daher müssen Luxus-Fashion-Marken Ma nahmen implementieren, um den komplexen Anforderungen der Konsumenten gerecht zu werden und ihnen auch digital ein emotionales und einzigartiges Erlebnis bieten. Anhand eines Best-Practice-Beispiels aus der Luxusmodebranche wird in der vorliegenden Ausarbeitung detailliert und anschaulich gezeigt, wie erfolgreiches Social-Media-Marketing umgesetzt werden kann. Zusätzlich wird im empirischen Teil der vorliegenden Bachelorarbeit die Wahrnehmung und das Verhalten der Generation Z hinsichtlich des Themas Social-Media-Plattformen bei Luxus-Fashion-Marken beleuchtet. Weltweit nutzen aktuell 4,2 Milliarden Menschen Social-Media-Plattformen. Allein 47 % der deutschen Bevölkerung sind in den sozialen Medien aktiv. Insbesondere die Generation Z, welche zwischen 1996 und 2009 geboren ist, stellt einen wichtigen Teil der User der Social-Media-Welt. Die Generation Z zeichnet sich durch eine hohe digitale Affinität aus und kann sich ein Leben ohne Social Media nicht mehr vorstellen. Aus diesem Grund erkennen immer mehr Luxus-Fashion-Marken die Notwendigkeit einer digitalen Präsenz auf Social-Media-Plattformen, um auch die Generation Z für sich zu gewinnen und in das Luxusmarkenuniversum einzubinden. Die Generation Z wird zukünftig der Hauptwachstumstreiber in der Luxusgüterbranche sein.

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