Communications in Humanities Research ISSN: 2753-7072
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Research Article

Exploring Marketing Approaches and Market Impact of Luxury Brands

Han BaoBeijing Normal-Hong Kong Baptist University*

* Corresponding author: [email protected]

Abstract

Overview, this dissertation discusses a few new challenges in the digital age and some luxury brand marketing strategies respectively, based on a number of rigorous research. In this context, traditional marketing strategies are not practicable and feasible. If luxury brands continue to develop the retail and off-line advocacy, they may lose the future market possibly. Hence, luxury should follow trends and build their reputation online, but also keep scarcity. Mix-methods, including case study, interview, investigation of social platform, are used in this dissertation to illustrate a new theory which can be applied in the factual luxury market. Finally, the three-dimensional framework of "controlled scarcity x cultural narrative x digital community" is addressed. By adopting this theory, luxury brands will thereby be able to have more marketing share, and develop more actual or potential customers with the limitation of scarcity. Media can spread advertisements of their products, by celebrities or influencers. Thus, brands’ reputation can increase significantly compared with those do not take such actions. Moreover, luxuries have social functions, implied their owners are in high class and rich, like special business cards. From this aspect, a plenty of people will persuade a dream to have their own luxury items. Consequently, the price will grow dramatically, but scarcity never disappear. In a short word, luxury brand will be the biggest stakeholder, they can both get the reputation and high profits.

Keywords: Luxury brand; marketing; digital community; cultural narrative; scarcity
Published: October 23, 2025
DOI: 10.54254/2753-7064/2025.KM28005
Volume: CHR Vol.89
pp. 84-89
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