Luxury Fashion Brands are Racing to Become Pioneers in The Use of Influencer Marketing: An Exploratory Study on How This Can Be Achieved and The Impacts on Brand Perceptions

Abstract: As the digital evolution continues to take on the world industry by industry, luxury fashion brands are left with no choice but to adapt to the new means of media consumption. Numerous luxury fashion brands are implementing influencer marketing strategies to communicate their brand's message in novel ways. However, very limited research investigates the effects this phenomenon has on luxury fashion brands in particular. Due to the grand symbolic and individual meaning luxury fashion products carry, it is necessary to understand the consequences of adopting this marketing strategy on perceived luxury value, brand identity, and brand image. Due to the existing literature gap on the subject, this thesis takes on an exploratory design that aims to address the underlying reasons why luxury fashion brands are seeing vitality in implementing influencer marketing. Thereafter, it investigates the optimum ways in which this can be achieved. Finally, the impact of this marketing strategy on perceived luxury value, brand identity, and brand image is investigated and followed by concrete recommendations for marketers in the field. This thesis implements a qualitative study approach based on a number of semi-structured industry interviews as well as two focus groups. Findings reveal that the key reasons for integrating influencer marketing in a luxury fashion context are for repositioning purposes and/ or for creating a stronger sense of community. Furthermore, findings indicate that the most ideal way of implementing influencer marketing strategies is through assessing the influencer's fit and compatibility with the endorsed brand. Finally, it was found that when implemented correctly, influencer marketing has a positive impact on brand image as well as brand identity as it reinforces the brand's message.