Digital marketing strategies in the luxury fashion sector. Interaction and social networks as a necessary tool

Luxury brands reinvent themselves in their marketing and business strategies to adapt and approach emerging markets eager to consume luxury fashion, which is why digital marketing becomes an essential tool for the communication of luxury brands leaders in the market with their younger audiences. The present research aims to know what are the current strategies in digital marketing that are being carried out by the brands of the luxury fashion sector. The aim is to identify the most relevant aspects in the communication of brands to their audiences in a virtual environment, for which qualitative techniques have been used, through content analysis and in-depth interviews. We have found that, among others, the principle of "storytelling" is one of the key strategies in digital marketing, this principle is found in video marketing strategies, social media, events and exhibitions open to the public, which seek to interact with the public and show your story.