Analysis of luxury brand's distribution strategies

Tržište luksuznih modnih marki predstavlja izazovno područje poslovanja, te je za upravljanje istim potrebna odgovarajuća marketinška strategija. Potrebno je obratiti posebnu pozornost na cjelokupan marketinški miks, osobito jer se radi o proizvodima s izuzetno visokom cijenom. Cilj ovog rada je analiza jednog dijela marketinškog miksa luksuznih modnih marki, točnije analiza strategija distribucije luksuznih modnih marki. U radu su se uspoređivale fizička i digitalna distribucija luksuznih modnih marki, te se rad osvrće na pretpostavke kako luksuz nije moguće dočarati putem digitalnih kanala distribucije. Metoda koja se koristila za analizu strategija distribucije jeste metoda studije slučaja, a uzorci koji su uzeti za analizu jesu tri luksuzne modne marke s dugom tradicijom i uspješnim poslovnim rezultatima - Louis Vuitton, Hermes i Chanel. Analiza nekoliko studija slučaja na zadanu temu dovela je do zaključka kako sve tri marke uspješno odolijevaju pritiscima današnjeg vremena, njegujući bogatu tradiciju i povijest, no ujedno unaprjeđujući svoju prodaju kroz digitalne kanale distribucije.The market of luxurious fashion brands is a challenging business area and is required for the management of the same marketing strategy. Special attention should be paid to the overall marketing mix, especially because it is about products with an extremely high price. The aim of this paper is to analyze one part of the marketing mix of luxurious fashion brands, more accurately, the analysis of the distribution strategy of luxury fashion brands. The paper compared the physical and digital distribution of luxury fashion brands, and the paper is reflected in the assumptions that luxury can not be emitted through digital distribution channels. The method used to analyze the distribution strategy is the case study method, and the samples that are taken for analysis are three luxury fashion brands with long tradition and successful business results - Louis Vuitton, Hermes and Chanel. By analyzing several case studies on the given theme, it led to the conclusion that all three brands successfully resist the pressure of today's time, nurturing rich tradition and history, but also improving their sales through digital distribution channels