Managing Integrated Brand Communication Strategies in the Online Era

After digitalization, both scholars and practitioners found that luxury companies, which have invested in this transformation, not only have increased their revenues, but have also improved customer satisfaction. Luxury companies have reached a greater number of consumers worldwide, but the communication pillars have been preserved. In the near future, luxury companies will have to deal with the effects of COVID-19. Most likely, some of these changes will be a boost of the online shopping; a return to fewer purchases, of valuable items; and the need of an integrated shopping experience. The aim of the chapter is to show how luxury brands have embraced digital channels without losing their pillars. This chapter also aims to show that luxury companies have successfully invested in customer education and that consumers have adapted their behaviour to new touch points with the brand. Finally, this chapter aims to investigate new approaches to integrate the physical and the digital channels and the implications of COVID-19 on the communication strategies of luxury firms.