1. INTRODUCTION:

It is needless to say that Social media marketing has huge impact on luxury industry worldwide (Campbell et al, 2014) in recent years. The point is that how they have to maintain their heritage though they are modernizing through digital platform. Here, there are extant literature talks about different dimensions in luxury and social media research and most often talked about is Brand awareness and attitude (Langaro et al, 2018), Brand Identity and Communication (Pentina et al, 2018), brand loyalty (Tong Su and Xu, 2018). Luxury is defined as epitome of philosophy with rich culture (Okonkwo, 2009) which further characterized with highly distinct, excellent craftsmanship, timelessness and non replicable (Oknokwo, 2010) Heine, 2012 has mentioned that luxury is related to human values eventually shaping one’s lifestyle.

Due to penetration of Social networking sites (Social media); there is increase of high awareness level of Luxury fashion brands during mid 2000’s which made them worry about their credibility, exclusivity and distinctness in potential consumers’ mind. In this context, the main issue arising from the need of an online presence for luxury fashion brands is that the access to these platforms is effortless and open access. On the contrary whether the essence of luxury perceived as Highly distinctive will remain forever as they are fear of traction on luxury brands venturing into social media. Moreover, they felt that the degree of resonance may lose among luxury consumers. But luxury landscape has taken a new shape altogether in the form of social media storytelling and narratives. Based on this backdrop, the following research question is framed as given below:

Research question:

How do luxury and fashion brands formulate the strategies to maintain their distinctiveness on social media being coherent with brand philosophy?

Based on this question; the following objectives were set as enlisted below:

1. To elicit the factors to sustain the Luxury and Fashion Brands across social media.

2. To identify the changes in Social Media Marketing strategies of luxury and fashion brands.

2. METHODOLOGY:

The present research intends to explore the strategies formulated by luxury fashion industry as a whole and to identify the relevant aspects of gaining traction in uniqueness on digital platform and social media strategies associated with selected top five luxury and fashion brands from Brand Watch Q4 reports 2019. Extant literature were reviewed from appropriate journals of Luxury and extensive web search was done to understand the development of brand strategy across social media platform through narratives, story-telling and digital marketing strategy as a whole in top luxury and fashion brand in which video links are provided in Appendix 1 for reference. Through these videos, the various factors were observed and presented to explore the laurel of luxury brand exclusivity in social media. This study was carried out from December 2019 to June 2020.

3. LITERATURE REVIEW:

3.1 Social Media Marketing of Luxury Fashion Brands:

It is evident that Fashion industry is very complex and sophisticated Industry as the term haute couture originates from France which means custom-made high fashion women’s clothes(Haute Couture, https://www.businessoffashion.com/education/fashion-az/haute-couture, Internet Literature, Accessed on February 10^th, 2020) whereas Luxury is associated with nation, heritage of craftsmanship, design, exclusivity, emotional appeal, uniqueness etc., which is evident from Chanel a French luxury fashion brand (Coco Chanel) which was founded in 1909 is great example of Haute Couture fashion, Ready-to-wear, accessories, Jewellery, perfumes, cosmetics etc., which is non-replicable focusing on relevant brands associated with consumer experiences (Brun et al, 2008). The literature showcases that there is huge transformation in luxury landscape as many luxury and fashion brands have ventured into social media space (Kietzmann et al, 2011) as many consumers are engaging online and its big challenge for luxury brands to maintain their cachet and distinctiveness. It is identified through the study that Phan et al. (2011) have mentioned that the first luxury brand British based Burberry embraced social media strategies followed by Louis Vuitton, GUCCI, PRADA which has impact on consumers’ relation leading to purchase intention (Kim and Ko, 2012). In this connection, Kontu and Veechi, 2014 and Ng(2014) have also mentioned that online presence of luxury and fashion brands is seen widely on Instagram, Facebook, Youtube etc., to resonate with their consumers utilizing appropriate tools and advanced features required in those websites.

It is noteworthy to mention that NetBase, 2018 in its report say that luxury brands from top 10 spots namely Louis Vuitton, Burberry, Dolce and Gabbana have high sentiment on social media (NetBase, 2 C.E. 2018) and they have realized that adding new attributes as a strategic approach is incorporated in business models to further enhance brands laurel and continue to create higher degree of desire among customers. (Ng, 2014) It is been mentioned by Bastien and Kapferer, 2012 that there is little research work related to strategic use of social media marketing in terms of Brand identity and their competitive edge of luxury and fashion brands though there is a shift in digital platform precisely social media space. According to the luxury brand philosophy; it is found that role of advertising in Luxury brands are seen to sell dreams not just a product as the essence of luxury is to keep dreams alive by maintaining exclusivity and elite status (Jack, 2009) rather then losing its cachet. Eventually, luxury consumers seek to live their dreams through buying identity, culture, art and status through luxury and fashion brands unlike traditional ones. Desire are created through visual storytelling as they collaborate with global celebrities in their advertisement across brands and interesting thing is that the demand will be high when there is high price tagged with luxury brands as it gains profit from social websites in reaching consumers but need to balance accessibility and exclusivity (Kemp, 2009) whereas the findings from Anne-Flore Maman Larraufie and Aurélie Kourdoughli, 2014, pp.8 states that Luxury brands have incorporated Storytelling communication strategies and nice product display or staging and price-marking appears as discriminating e-distribution strategy. Further, Know-how and heritage are parameters considered important for luxury brands namely Louis Vuitton, Hermès, Gucci which is selected brands as part of this study.

3.2 Luxury Brand Communication Strategies:

Luxury brands have a rich heritage, culture and legacy which are completely different from mass brands. In fact luxury consumers buy products irrespective of economic situations. So, true Luxury brands require strong brand communication strategy in which it should be highly selective about their visibility in promoting right product to their consumers. Unlike advertising in mass media, luxury communication is done through events, shows exclusive to few selected customers due to strong relationship between luxury brands and luxury consumers (Hemantha, 2019). As time changes, luxury brands have to stay relevant in market, they have to focus on sustainable practices with consistent communication to consumers in fashion industry. Besides, social values and heritage is core of luxury brands to sustain their brand positioning. Moreover, luxury and fashion is connected to arts (Kapferer and Bastien, 2009) and study conducted in scotland indicates that heritage and artisanship has an impact on consumers’ authenticity and perception of luxury (Collins, M., and Weiss, M. (2015)) Further, luxury companies longevity has roots from spiritual and human values aspects which is part of luxury brand communication. Before the advent of social media, the widely used promotional strategies was global fashion events, Celebrity endorsements and Oscars, Red carpet Mega events by Hollywood singers namely Katy Perry, Lady Gaga, Beyonce etc., was most accepted around the world and it continues probably but to gain traction in the fashion business, a new strategy altogether has been adapted which is called VISUAL STORY TELLING which is really creating buzz among the luxury circuit. In fact, this is about selling dream factor, customization to particular luxe consumers and celebrity clients. Finally, luxury brand communication is combination of both online and offline as the luxury industry cannot just go purely online

In prevailing situation, luxury brand communication strategy is aligned with social media to continue to communicate their legacy, history and heritage though traditional approach prevails. According to researcher, this has made luxury brands to resonate to their luxury consumers to raise brand awareness, online engagement and increase lead conversions for their product and services (Bento et al, 2018)

3.3 Digital Marketing and Storytelling of Luxury brand:

Due to huge penetration of Social media, the luxury brand advertisement transformed to story telling(https://luxe.digital/business/digital-luxury-reports/luxury-digital-storytelling-trends/) which is the key in order to persuade consumers in consumer journey map. During this process, the brands present the heritage as a journey from history to the creation of new collections among fashion and luxury brands. Besides, blogs, social networks such as Facebook, Twitter, Instagram and Youtube video blogging are adopted to enhance brand visibility in luxury segment and various studies show that 3 out of 4 own a smartphone especially seeking product and retail stores in close proximity (Mckinsey, 2014) Due to increased usage of users over internet, luxury companies forcefully focused on online brand communities (Fuller et al, 2007). Eventually, a great platform was established for luxury customers to share, search and purchase luxury brands and services. Moreover, as distribution is concerned, the web interactivity and usability of e-tailing was maintained. In this scenario, strategic importance played a key role in maintaining uniqueness in websites which showcases storytelling, customization such as interface, themes, soothing music, displaying plethora of products from luxury etc., which differs from conventional website. (https://www.ventureharbour.com/luxury-brand-digital-marketing/) Results in the study made by Maman Larraufie, and Kourdoughli, (2014) indicate that visual storytelling and nice product display are the key aspects in social media marketing while the price margins seems to be a price discriminating strategy in electronic distribution. Besides, various social media like Facebbok, Instagram and Pinterest consumers are getting engaged by posting the informations, pins etc., and very specifically Youtube and Instagram are widely used for visual storytelling as part of their online engagement that supplements visibility of top notch brands (Dahlhoff, 2016) to resonate to their target consumers and public about the luxury in terms of values, social uniqueness, exclusivity, hedonistic behavior to sustain their cachet. Further, luxury brands there is no single selling proposition as desire is the priority for luxe consumers, in which advertisements have to be done according to desire of consumers. It is noted that, by adapting digital marketing campaigns, internet sales increased year on year and it is evident that Net-a-porter company shows the trend in luxury fashion space but they are selling cautiously selling marginally over internet. At times, there is possibility they make break anti-laws.

As presented in Appendix 1 about the videos of selected luxury brands, there were various aspects noted in luxury industry that digital marketing have reshaped even luxury brands with visual storytelling, narratives, digital campaigns by GUCCI, LOUIS VUITTON, NIKE, HERMES, ADIDAS by communicating their heritage of brand with full of great stories and relevant content in websites indicating dream factor. Besides, luxury brands are associated with celebrities, fashion influencer, bloggers to influence consumers through social media marketing. (Romo et al, 2017) and it is noteworthy to mention that digital marketing strategies are mostly used through Mobile devices, websites and social network which is available on any devices in general. There is huge promotions through video marketing is in place which allows luxe consumers to get connected to the brands. To sum up, Table 1 shows the author’s views of Luxury and fashion brand.

4. RESULTS:

Revisiting the objective 1 and objective 2; literature were reviewed related to luxury brands as presented in Table 1 in which most of the literature talks about the uniqueness, distinctiveness, exclusivity, fashion exclusive events which is common among luxury and fashion brands. It was found in many market report to name a few are Mckinsey, NetBase, digital business, venture harbour and luxury web sources and various market during web search pertaining to Luxury and Fashion brand that due to increased usage of mobile devices by millennials and Gen Z the luxury brands ventured into social media space by incorporating virtual fashion shows, online makeovers with relevant contents as part of luxury business model which made dramatic change due to fast changing factors which are highlighted in Figure 1

4.1 FACTORS TO SUSTAIN CACHET OF LUXURY THROUGH SOCIAL MEDIA STRATEGY:

As luxury brands have made online presence in social media, the Figure 1 presents the 8 factors which gives complete idea of maintaining distinctiveness and status of luxury brands though it is open worldwide. In this journey, the following significant 8 factors prevails in luxury brands and commonality persist in brand communication though there are differences among the brands. The well-known fact is that luxury is always iconic which is non-replicable which is Timelessness (Oknokwo, 2010)

The facts that reveal from Figure 1 is that the key factors in Luxury brands are quality and history. This made the researcher to probe into the aspects of visual storytelling as mentioned in literature as well. Here, the study made a note of key feature that luxury brands have leveraged the heritage and legacy in sync with products they develop in turn communicate to new luxury prospect whilst keeping quality as top priority. An interesting thing here is that, Feel good factor, experiental factors have been focused in social media. According to Deloitte, the longevity is a factor associated with long history of brand in which investments have been made by luxury brands though digital marketing is the new trend. Out of 8 factors mentioned in figure 1, QUALITY and HISTORY is found to be main factors that stands apart. In social media, it is learnt that when customer journey across touch point; quality and heritage are obsessed with focusing on status or feel-good factors. In fact, this is important for existing and new prospect. As social media reshaped the way luxury companies are engaging with their customers, there is a huge challenge to protect brand equity and core values of brand and manage the evolving risk. (https://www.digital-clarity.com/blog/digital-marketing-for-luxury-brands-2019-2020/)

High quality

(with craftsmanship

Distinctiveness (Unique And Identifiable)

Status (Opportunity To Showoff)

Exclusivity (Price And Availability Of Quantity)

History (legacy and tradition)

Timelessness (Relevance And Core Values Of Brand)

Feel Good Factor (Feelings And Experience) With Brand)

Experiental (Feelings And Experience)

Figure 1 - Factors for Luxury Brand sustainability

Compiled by Author

Source: https://www.digital-clarity.com/blog/digital-marketing-for-luxury-brands-2019-2020/

Luxury and Fashion brands have adopted new strategies to reach customers in social media space by analyzing the narratives through Youtube links provided in Appendix 1 from celebrities the top five brands mentioned in Table 1 across the globe and showcased their storytelling over social media. Let’s see what distinct features are adapted by the luxury brands

4.2.1 Nike:

Founded in 1964, Nike is world leader in Luxury retailing especially in sportswear and lifestyle. In social media too it comes as no surprise for Nike that they have topped the list of 2019. As per the report, the main focus of Nike is brand identity on social media which created stunning content through visuals showcasing Nike around the fitness and lifestyle rather than just a product. For example, Nike’s Just Do it campaign launched from past thirty years ago is evident and in present day, Nike has created Visual Storytelling strategy in brand communication with fantastic content creations with high quality(https://blog.unmetric.com/nike-social-media)

It is observed that Nike’s do things in a new way was huge hit on social media as a result, Brand image soared. In this context, they created accounts namely NikeWomen, NikeBasketball, NikeFootball. For example NikeWomen (@nikewomen) on October 22, 2014. (https://www.skyword.com/contentstandard/how-nike-tells-its-brand-story-across-multiple-channels/) During this time, Nike focused on creating quality content that resonated to consumers about aspirations, goals and dreams. Nike capitalized on diverse set of high-profile influencers across sports featuring Roger Federer, Rafael Nadal and Cristiano Ronaldo liked the posts which topped the list on social media. It is noteworthy to mention that Nike has been focusing its Facebook strategy on videos prior to algorithm change in 2016. Figure 2 indicates the storytelling of Nike along with the content in which Nike posted 43 videos and 15 photos were top performing content. Besides, hastags was used with more than 60-percent like #justdoit

Figure 2 indicates story telling of Ad Nike (Adapted from Nike Website)

4.2.2 Hermes:

Founded in, Hermès is a luxury brand with combination of rich heritage, exquisite craftsmanship, eye for detail and high level of quality which has achieved high Iconic status. Hermes Ad campaign in Summer Spring 2010 are best example which communicates a fantasy and great craftsmanship involved in their message. Their campaigns are narrative in which imagining life as a tale with karlie kloss seen. Likewise, there are many ad campaigns with rich heritage of amazing India with millions of flower petals and brightly painted elephant as shown in figure 3. Karlie Kloss a model has featured in many Ad campaigns of Hermes as Alice in Wonderland and cinderella. Further, Hermes send the message with story filled with mystery, allure and exclusivity

Figure 3 indicates Hermes Storytelling of Ad Campaign (Adapted from Hermes Website)

4.2.3 GUCCI:

Founded in 1921, Gucci is an Italian luxury brand which has become a point of reference among youngsters who aren’t afraid to experiment with creative patterns and styles. Social websites presents storytelling of GUCCI heritage and communicates the fame of GUCCI trends and many more associated with music industry. The brand has integrated itself into digital campaigns as shown in Figure 4 such as collaborative art project which showcased new line of watches in which the brand collaborated with artist and popular Instagram meme accounts and has strong digital presence across social media platform which includes Facebook, Instagram, Youtube, Pinterest (Chanel and Gucci Rank Highest Luxury Brands on Social Media. Luxurysociety)

Figure 4 indicating the storytelling of GUCCI (Adapted from GUCCI Website)

4.2.4 Adidas:

Founded in 1949, Adidas brand is Iconic brand specialized in sportswear which has profound history of diverse portfolio of products in sports segment namely Football, Ruby with best service and experience. In social media strategy, The Finish Line Inc. in association with Lil Yachty, Hip Hop artist incorporated the exclusive digital experience with Adidas Tubular shows to enhance the brand identity through storytelling over Social media as in figure 5 Adidas has created a great content displaying consumer trends across social media media which was stated by Paul Diehl, Senior Director of Finish Line. Lil Yachyt’s unique style is the essence to the brand and portrayed through digital story telling

Figure 5 indicate storytelling of Adidas (Adapted from Adidas Website; Photo Courtesy: Lil Yachty)

4.2.5 Louis Vuitton:

Founded in 1854, LVMH I.e., Moët Hennessy Louis Vuitton SE is a French luxury conglomerate which is commonly known as Louis Vuitton Italian fashion brand which was named the world’s most valuable luxury brand. This company operates in countries with more than stores in the world. Their products ranges from luxury trunks and leather goods to ready-to-wear, shoes, watches, jewelry, accessories, sunglasses and books.

Figure 6 indicating storytelling of Louis Vuitton (Adapted from Louis Vuitton Website)

Figure 6 presents the campaigns which are distributed through social media advertising through Youtube with lot of videos with seasonal shows. In fact, Louis vuitton has created entertaining contents which is displayed over social media platform which has dreamlike atmosphere around travel spirit as shown in figure 6. Likewise, Louis Vuitton presents storytelling across social media platform and mobile devices to connect with their audience committed to quality of its product. Besides, events like The Series in which Louis Vuitton organize exhibitions to showcase their products

5. CONCLUSION:

Having reviewed the literature, market reports and contents of various luxury brand websites the study has addressed the particular aspect i.e., retaining the cachet of luxury brands by understanding the top 5 luxury and fashion brand for the intention of bringing out facts such as retaining their status in terms of distinctiveness, elite, and niche when they are in digital platform specifically, social media platform. In this context, the prime features implemented by these luxury brands are visual storytelling, digital campaigns, narratives and blog posts as part of engaging their luxury customers. changing status of selected and prime features include visual storytelling, Digital campaigns, narratives and market reports about luxury brand communication strategy.

Many luxury brands have been appeared in social media websites and to retain their cachet, it was found that High Quality with craftsmanship is the essence of luxury brands in addition to distinctiveness among them. Various websites along with social media contents; it is observed that history of brand is communicated with story-telling and engaging luxury consumers as it can be put across as FEEL and EXPERIENCE to existing luxury consumers. From company perspective, there is huge challenges of risk and brand equity and value to be maintained. Besides, the various changes in social media is the digital campgains, likes of the luxury brand experience with influencers, celebrities and their association and positive comments with appreciations have been done for Nike, Hermes, GUCCI, Adidas and Louis Vuitton.

6. RESEARCH LIMITATIONS AND FUTURE WORK:

This study resort to Five Luxury and Fashion brands. However, storytelling is common tool adopted in almost all luxury brands as it showcases the heritage, history. Further, there will be changes taken place in luxury consumer behavior which can be undertaken for research by employing sentiment analysis or text mining of these brands. Besides, suitable metric can be used to analyze the posts made on social media.

7. REFERENCES:

1. Anne-Flore Maman Larraufie and Aurélie Kourdoughli (2014) The e-semiotics of luxury, Journal of Global Fashion Marketing, 5:3, 197-208

2. Bastien, Vincent and Kapferer, Jean-Noël (2012). The Luxury Strategy: Break the rules of marketing to build luxury brands. Philadelphia: Kogan Page

3. Bento, M., Martinez, L. M., and Martinez, L. F. (2018). Brand engagement and search for brands on social media: Comparing Generations X and Y in Portugal. Journal of Retailing and Consumer Services, 43, 234–241

4. Brun, A., Caniato, F., Caridi, M., Castelli, C., Miragliotta, G., Ronchi, S., ... and Spina, G. (2008). Logistics and supply chain management in luxury fashion retail: Empirical investigation of Italian firms. International Journal of Production Economics, 114(2), 554-570.

5. Campbell, C., Ferraro, C., and Sands, S. (2014). Segmenting consumer reactions to social network marketing. European Journal of Marketing.

6. Collins, M., and Weiss, M. (2015). The role of provenance in luxury textile brands. International Journal of Retail and Distribution Management, 43(10-11), 1030-1050.

7. Dahlhoff, D. (2016). The Challenge for Luxury Retailers: Figuring Out Digital Opportunities. In Online Luxury Retailing: Leveraging Digital Opportunities: Research, Industry Practice, and Open Questions. Philadelphia: Wharton School, Baker Retailing Center.

8. Füller, J., Jawecki, G. and Mühlbacher, H. (2007), “Innovation creation by online basket‐ ball communities”, Journal of Business Research, Vol. 60, N o 1, pp. 60–71.

9. Hemantha (2019). Determinants of Changing Status of Luxury Industry Towards Sustainability. IOSR Journal of Business and Management, 21(11), Series I

10. Jack, L.(2009). Keep the dream alive by maintaining exclusivity, Marketing Week, 32(30), pp.14-18)

11. Kemp, M. B. (2009). Luxury brands must balance accessibility and exclusivity. New Media Age, 23, 7.

12. Kietzmann, Jan H.; Kristopher Hermkens (2011). "Social media? Get serious! Understanding the functional building blocks of social media". Business Horizons (Submitted manuscript). 54 (3), pp. 241–251

13. Kietzmann, Jan H.; Kristopher Hermkens (2011). "Social media? Get serious! Understanding the functional building blocks of social media". Business Horizons (Submitted manuscript). 54 (3), 241–251

14. Kim, A. J., and Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business research, 65(10), 1480-1486.

15. Kontu, H., and Vecchi, A. (2014). Why all that noise–assessing the strategic value of social media for fashion brands. Journal of Global Fashion Marketing, 5(3), 235-250.

16. Langaro, D., Rita, P., and de Fátima Salgueiro, M. (2018). Do social networking sites contribute for building brands? Evaluating the impact of users' participation on brand awareness and brand attitude. Journal of Marketing Communications, 24(2), 146-168.

17. Maman Larraufie, A. F., and Kourdoughli, A. (2014). The e-semiotics of luxury. Journal of Global Fashion Marketing, 5(3), 197-208.

18. NetBase. (2 C.E. 2018). Land Rover, Louis Vuitton and Burberry Top Luxury Brands on Social Media According to New NetBase Report. Business Wire (English).

19. Ng, M. (2014). Social media and luxury fashion brands in China: the case of Coach. Journal of Global Fashion Marketing, 5(3), 251-265.

20. Okonkwo, U. (2009). Sustaining the luxury brand on the Internet. Journal of Brand Management, 16, 302-310.

21. Okonkwo, U. (2010). Luxury online: Styles, systems, strategies. Springer.

22. Pentina, I., Guilloux, V., and Micu, A. C. (2018). Exploring social media engagement behaviors in the context of luxury brands. Journal of Advertising, 47(1), 55-69.

23. Phan, M. (2011). Do Social Media Enhance Consumer’s Perception and Purchase Intentions of Luxury Fashion Brands? Vikalpa: The Journal for Decision Makers, 36(1), 81–84.

24. Phan, M., Thomas, R., and Heine, K. (2011). Social media and luxury brand management: The case of Burberry. Journal of Global Fashion Marketing, 2(4), 213-222

25. Phan, Michel, and Seong-Yeon Park. "Introduction: Social media marketing and luxury brands." (2014): 195-196.

26. Romo, Z. F. G., García-Medina, I., and Romero, N. P. (2017). Storytelling and social networking as tools for digital and mobile marketing of luxury fashion brands. International Journal of Interactive Mobile Technologies (iJIM), 11(6), 136-149.

27. Tong, X., Su, J., and Xu, Y. (2018). Brand personality and its impact on brand trust and brand commitment: an empirical study of luxury fashion brands. International journal of fashion design, technology and education, 11(2), 196-209.

28. https://www.digital-clarity.com/blog/digital-marketing-for-luxury-brands-2019-2020

29. Mckinsey (2014), https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/digital-luxury-experience-keeping-up-with-changing-customers, Accessed on April 10^th to 20^th 2020

30. The Dapifer, https://www.thedapifer.com/what-is-couture-mean-fashion/, Accessed on Feb 12^th 2020

Perspective	Authors	Relevant Aspects of the study
Social media marketingof Luxury fashion brand	Brun et al, 2008	Luxury is non-replicable associated with consumer experiences
	Kietzmann et al, 2011	Due to increase of consumers engaging online its big challenge for luxury brands to maintain their cachet and distinctiveness.
	Phan et al. (2011) Kim and Ko (2012)	Mentions that British based luxury brand Burberry embraced social media strategies followed by Louis Vuitton, GUCCI, PRADA
	Kontu and Veechi, 2014Ng(2014)	Luxury and fashion brands is seen widely on Instagram, Facebook, Youtube
	Bastien and Kapferer, 2012	Role of advertising in Luxury brands are seen to sell dreams not just a product
	Jack,2009	Keep dreams alive by maintaining exclusivity and elite status
Digital Marketing and Storytelling	Fuller et al,2007	Due to increased usage of users over internet, luxury companies forcefully focused on online brand communities
	Maman Larraufie, and Kourdoughli, (2014)	Emphasis on Storytelling strategy, Niche product display, History and Heritage
	Anne-Flore Maman Larraufie and Aurélie Kourdoughli, 2014	Storytelling communication strategies and nice product display or staging
Luxury Brand communication strategy	Hemantha Y (2019)	Luxury communication is done through exclusive events as strong relationship prevail between luxury brands and luxury consumers
	Kapferer and Bastien, 2009	Social values and heritage is the key for luxury brands to sustain brand positioning
	Collins, M., and Weiss, M. (2015)	Emphasis on spiritual and human values in branding

TOP 5 BRANDS IN FASHION-ALL SEGMENT (BRANDWATCH INDEX- Q4 2019 FASHION INDEX BRANDS
	Nike	Hermes	GUCCI	Adidas	Louis Vuitton
Social Visibility	100	18.4	100	39.92	35.17
Web Visibility	100	67.57	100	46.78	50.61
Sentiment	84.97	100	53.61	98.71	51.18
Reach Growth	65.65	100	23.56	87.39	13.68
Search Visibility	100	87.88	85.14	80.75	100
Total	450.62	373.85	362.31	353.55	250.64

SL No	Luxury Fashion Brand	Storytelling of Youtube Video Link
1	Hermes	https://www.youtube.com/watch?v=bQX_6zCJUOA
2	Louis Vuitton	https://www.youtube.com/watch?v=hVKsMrIeJt4
3	GUCCI	https://medium.com/@anahatrawal/guccis-art-of-storytelling-e5451cc9d976#:~:text=Storytelling%20is%20a%20universal%20human,consumers%20as%20the%20products%20themselves.andtext=The%20luxury%20brand%20has%20tapped,pieces%20of%20these%20young%20consumers.
4	Nike	https://www.youtube.com/watch?v=rl4SxxItMCg
5	Adidas	https://www.youtube.com/watch?v=rsysgcPRd58