New media marketing challenges in a multicultural environment : luxury fashion brands in Dubai -

Abstract

The purpose of this study is to present a critical analysis of luxury brand management in multicultural environments with an emphasis on new media. Digital communications and new media have changed the way people engage with brands, but with the advancement of media technology and rapid globalization, it is vital to adapt the best marketing approach for the luxury industry’s target audience. Using qualitative interviews of luxury brand managers in the quintessential multicultural luxury fashion hub of Dubai, this study highlights the different marketing and new media strategies luxury companies utilize to target, sell, and spread brand awareness to the diverse audience. The study indicates that to be successful, luxury companies need to strengthen localized marketing, combine both traditional and modern media in their marketing strategy, and promote their luxury image with a cross cultural marketing approach to manage their exclusivity and accessibility. The research integrates well-known marketing challenges and dilemmas with hopes to clarify a better understanding of marketing in an increasing multicultural world.