Luxury Brands in a Dynamic Global Market

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dc.contributor.authorOcak, Altug
dc.date.accessioned2026-01-31T15:04:32Z
dc.date.available2026-01-31T15:04:32Z
dc.date.issued2024
dc.departmentİstanbul Beykent Üniversitesi
dc.description.abstractThis chapter explores the dynamic transformations occurring in the luxury marketing landscape. Traditionally, luxury marketing has been associated with exclusivity, superior quality, and prestige. However, contemporary consumers, particularly millennials and Gen Z, are redefining luxury through the lens of experiences, digital engagement, sustainability, inclusivity, and a delicate balance between tradition and innovation. The research methodology involved qualitative interviews with key industry leaders. These interviews provided in-depth insights into how luxury brands are adapting to the current market environment. Findings reveal that digital transformation is central to luxury marketing strategies, enabling brands to enhance customer engagement through technologies such as AR, VR, and AI. Sustainability has become a critical component, with brands increasingly adopting ethical practices and transparent operations. Inclusivity and diversity are also emphasized, reflecting a broader cultural shift towards representation and empowerment. © 2025 by IGI Global Scientific Publishing. All rights reserved.
dc.identifier.doi10.4018/979-8-3693-7535-8.ch011
dc.identifier.endpage246
dc.identifier.isbn9798369375358
dc.identifier.isbn9798369375372
dc.identifier.scopus2-s2.0-105016959744
dc.identifier.scopusqualityN/A
dc.identifier.startpage225
dc.identifier.urihttps://doi.org/10.4018/979-8-3693-7535-8.ch011
dc.identifier.urihttps://hdl.handle.net/20.500.12662/10580
dc.indekslendigikaynakScopus
dc.language.isoen
dc.publisherIGI Global
dc.relation.publicationcategoryKitap Bölümü - Uluslararası
dc.rightsinfo:eu-repo/semantics/closedAccess
dc.snmzKA_Scopus_20260128
dc.subjectEthical technology
dc.subjectMarketing
dc.subjectMarketplaces
dc.subjectSustainable development
dc.subject'current
dc.subjectDigital transformation
dc.subjectDynamic transformation
dc.subjectGlobal market
dc.subjectMarket environment
dc.subjectMarketing strategy
dc.subjectMillennials
dc.subjectQualitative interviews
dc.subjectResearch methodologies
dc.subjectThrough the lens
dc.subjectInternational trade
dc.titleLuxury Brands in a Dynamic Global Market
dc.typeBook Chapter

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