A Study of Luxury Fashion Brand Essay Example | Topics and Well Written Essays - 1250 words

A Study of Luxury Fashion Brand - Essay sampleThe paper A Study of Luxury Fashion Brand analyzes the influence of social media marketing on brand loyalty and purchase intention of Chinese youth fashion customers. affectionate media is one of the approximately emerging marketing medium in the global business scenario. Recently, such marketing mediums ar utilize highly utilize by the firms in order to attract customers from different economic and demographic segments. Social media portals are using Web 2.0 base, which offers higher interaction among the potential customers. According to DeLuca (2011), social media is highly used in the Chinese regions. It has been observed that out of 1367 million Chinese populations, 642 million peoples are using internet actively and 629 million peoples are having active social media accounts. In addition, it has been observed that 506 million people are having active mobile social accounts (Das, 2014). It has been observed that Chinese people are using social media standardised Qzone, Tencent Weibo, Sina Weibo, Peng you and Renren. Therefore, it can be said that luxury fashion retailers will share the features of clothing fruits, pricing information, warehousing information, product range and collecting feedbacks from the customers. Denk (2010) stated that customers purchasing intention varies for different factors like shopping orientation, product interest, product types, experience of the previous purchase, and trust on the particular products. Such traits are observed in luxury fashion retail brands purchase intension.