Management of digital distribution channels of luxury brands

Zbog mjesta koje zauzima u djelatnosti tvrtke, distribucija igra vodeću ekonomsku i socijalnu ulogu u postizanju svojih ekonomskih i marketinških ciljeva. Proizvođač mora biti uključen u prijenos proizvoda do konačnog potrošača, organiziranjem sustava za distribuciju i pregovaranjem sa specijaliziranim distributerima o uvjetma u kojima će se aktivnost održavati - čime se najviše uspostavljaju učinkovite prodajne formule za sve koji su uključeni u distribucijski lanac. Razvojem novih tehnologija došlo je i do napretka u distribuciji, pa je danas tako sve više zastupljena e- disribucija. Ovaj rad se osvrnuo da luksuzna dobra i njihovu distribuciju. U ekonomiji je luksuzno dobro ono dobro za kojim se potražnja povećava više nego proporcionalno s rastom dohotka, tako da izdaci za dobro imaju veći udio u ukupnoj potrošnji. Unatoč značajnim prethodnim istraživanjima o luksuznom brendiranju, ne postoji široko prihvaćena definicija "luksuzne marke". Svrha ovog rada je pregledati literaturu kako bi se: a) sažela znanja o marketingu luksuznih marki; i b) prikazalo nove mogućnosti e- distribucije luksuzne marke. Shodno navedenom izvršen je pregled literature s naglaskom na e- distribuciju luksuznih marki, iznoseći ključne teorijske perspektive koje su korištene u ovom području i sažimajući ključne nalaze istraživanja. Nadalje u ovom radu provedena je analiza slučaja čiji je cilj istražiti utjecaj digitalnih kanala distribucije u odnosu na fizičku distribuciju na uspješnost prodaje na primjeru luksuzne marke Versace.Due to its place in the company's activities, distribution plays a leading economic and social role in achieving its economic and marketing goals. The manufacturer must be involved in transferring the product to the final consumer, organising the distribution system and negotiating with specialised distributors on the conditions in which the activity will take place - thus establishing effective sales formulas for all involved in the distribution chain. With the development of new technologies, there has been progress in distribution, so today e-distribution is increasingly represented. As not a typical good, this paper looked at luxury goods and their distribution. In economics, a luxury good is a good for which demand increases more than in proportion to income growth, so that expenditure on good becomes a larger share of total consumption. Despite significant previous research on luxury branding, there is no widely accepted definition of “luxury brand”. The purpose of this paper is to review the literature in order to: a) summarise the state of knowledge about luxury brand marketing; and b) to present new possibilities for e-distribution of luxury brands. Accordingly, a literature review was conducted with an emphasis on the e-distribution of luxury brands, outlining the key theoretical perspectives used in this area and summarising the key research findings. Furthermore, in this paper, a case analysis is performed, the aim of which is to investigate the influence of digital distribution channels in relation to physical distribution on sales success, for example, the luxury brand Versace