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Luxury Fashion Brands’ Website Strategies: A Study with Portuguese Designers

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Marketing and Smart Technologies

Part of the book series: Smart Innovation, Systems and Technologies ((SIST,volume 279))

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Abstract

This article aims to identify the success factors for Website strategies of independent luxury fashion designers to communicate their brands and to foster lasting relationships with customers. The article includes an empirical study with 14 Portuguese luxury fashion brands designers that combine Website analysis and interviews with its managers. This study evidences the difficulties that Portuguese luxury fashion designers face in communicating the differentiating elements of a luxury fashion brand in digital channels, particularly product characteristics, luxury atmosphere, service personalisation, and the intimacy enabled by brick-and-mortar stores. The findings highlight the difficulties in strengthening online customer relationships, and those omnichannel strategies are essential to preserving luxury products’ differentiating features and elements.

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Author information

Authors and Affiliations

  1. ISCAP, CEOS.PP, Porto Accounting and Business School, Polytechnic Institute of Porto, Matosinhos, Portugal

    Sandrina Teixeira

  2. School of Economics and Management, University of Porto, Porto, Portugal

    Belém Barbosa & Cátia Ferreira

  3. University of Maia - ISMAI, Maia, Portugal

    José Luís Reis

  4. FEUP, LIACC - Artificial Intelligence and Computer Science Laboratory, University of Porto, Rua Dr. Roberto Frias, Porto, Portugal

    José Luís Reis

Authors
  1. Sandrina Teixeira
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  2. Belém Barbosa
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  3. Cátia Ferreira
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  4. José Luís Reis
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Corresponding author

Correspondence to José Luís Reis .

Editor information

Editors and Affiliations

  1. University of Maia - ISMAI, Maia, Portugal

    José Luís Reis

  2. University of La Laguna, Tenerife, Spain

    Eduardo Parra López

  3. Suffolk Business School, University of Suffolk, Ipswich, UK

    Luiz Moutinho

  4. University of Maia - ISMAI, Maia, Portugal

    José Paulo Marques dos Santos

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Teixeira, S., Barbosa, B., Ferreira, C., Reis, J.L. (2022). Luxury Fashion Brands’ Website Strategies: A Study with Portuguese Designers. In: Reis, J.L., López, E.P., Moutinho, L., Santos, J.P.M.d. (eds) Marketing and Smart Technologies. Smart Innovation, Systems and Technologies, vol 279. Springer, Singapore. https://doi.org/10.1007/978-981-16-9268-0_60

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  • DOI: https://doi.org/10.1007/978-981-16-9268-0_60

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  • Print ISBN: 978-981-16-9267-3

  • Online ISBN: 978-981-16-9268-0

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