Marketing communication of luxury brands on Instagram

Luksuzne modne marke vrlo su složena tržišna kategorija, jer se radi o luksuzu koji ima specifične karakteristike, kao na primjer visoka cijena, unikatnost, oskudnost i slično. Dok u drugu ruku moda ima drugačije karakteristike koje se odnose na masovnost proizvodnje, nižu cijenu i sezonalnost. Provođenje marketinške komunikacije za navedenu kategoriju luksuznih modnih marki je vrlo specifično, jer je cilj približiti se potrošačima u skladu s karakteristikama modne industrije, sve dok se održavaju karakteristike luksuznih marki. Cilj ovog rada je analizirati marketinšku komunikaciju luksuznih modnih marki putem društvene mreže Instagram. U radu se proučavaju obilježja marketinške komunikacije putem interneta kao i luksuznih modnih marki. Za istraživanje koristila se analiza sadržaja u kojoj su se proučavale tri luksuzne marke koje imaju najveći broj pratitelja na društvenoj mreži Instagram - Chanel, Gucci i Dior. Proučava se prilagodba luksuznih modnih marki na nove načine marketinške komunikacije putem društvene mreže Instagram.Luxury fashion brands are a very complex market category, because luxury brands have specific characteristics, such as high price, uniqueness, scarcity and such. While on the other hand, fashion has different characteristics related to mass production, lower price and seasonality. The implementation of marketing communications in the category of luxury fashion brands is very specific, because the goal is to approach consumers in accordance with the characteristics of the fashion industry, as long as the characteristics of luxury brands are maintained. The aim of this paper is to analyze the marketing communication of luxury fashion brands through the Instagram social media. The paper examines the characteristics of marketing communication via the Internet as well as luxury fashion brands. Content analysis was used for the research, analyzing three luxury brands that have the largest number of followers on social media Instagram - Chanel, Gucci and Dior. The adaptation of luxury fashion brands to new ways of marketing communication through the Instagram social network was studied