Luxury fashion start-up brands' digital strategies with female Gen Y in the Middle East

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dc.contributor.author Ramadan, Zahy
dc.contributor.author Nsouli, Nour Zakaria
dc.date.accessioned 2021-09-29T09:45:57Z
dc.date.available 2021-09-29T09:45:57Z
dc.date.copyright 2021 en_US
dc.date.issued 2021-09-29
dc.identifier.issn 1361-2026 en_US
dc.identifier.uri http://hdl.handle.net/10725/13009
dc.description.abstract Purpose With US$ 320 bn spent on luxury fashion in the Middle East and a growing digital consumer presence, local start-ups must form an integrated online relationship with millennials in order to recruit and retain a viable customer base. Nonetheless, these elements are yet to be extensively and properly researched as the literature is still scarce vis-à-vis this area. Design/methodology/approach A mixed qualitative approach was adopted using both in-depth interviews and focus groups. Two qualitative studies were conducted, with a total of 13 elite respondents and 28 consumer respondents from Saudi Arabia and the United Arab Emirates (UAE) using semi-structured interviews. Four focus groups were also conducted in both countries with six participants each group for triangulation of the findings. Findings The findings enhance current understanding pertaining to Gen Ys' motivations when selecting and engaging online with a luxury fashion start-up brand. The study suggests a detailed strategic framework that can be used in an integrated omni-channel approach. It also discusses the different touchpoints that play a role in influencing luxury consumption across different motivation stages. Originality/value The literature relating to digital strategies for luxury fashion start-up brands in the Middle East is still nascent. This study fills a considerable gap in the literature related to such brands that are aiming to stay relevant amidst the growing impact of the digital landscape on luxury fashion brand shoppers in the Middle East. en_US
dc.language.iso en en_US
dc.title Luxury fashion start-up brands' digital strategies with female Gen Y in the Middle East en_US
dc.type Article en_US
dc.description.version Published en_US
dc.author.school SOB en_US
dc.author.idnumber 199503670 en_US
dc.author.department Hospitality Management And Marketing en_US
dc.relation.journal Journal of Fashion Marketing and Management en_US
dc.keywords Digital marketing en_US
dc.keywords Start-ups en_US
dc.keywords Fashion en_US
dc.keywords Luxury en_US
dc.keywords UAE en_US
dc.keywords KSA en_US
dc.identifier.doi https://doi.org/10.1108/JFMM-10-2020-0222 en_US
dc.identifier.ctation Ramadan, Z., & Nsouli, N. Z. (2021). Luxury fashion start-up brands' digital strategies with female Gen Y in the Middle East. Journal of Fashion Marketing and Management: An International Journal. en_US
dc.author.email zahy.ramadan@lau.edu.lb en_US
dc.identifier.tou http://libraries.lau.edu.lb/research/laur/terms-of-use/articles.php en_US
dc.identifier.url https://www.emerald.com/insight/content/doi/10.1108/JFMM-10-2020-0222/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest en_US
dc.orcid.id https://orcid.org/0000-0001-8368-3617 en_US
dc.author.affiliation Lebanese American University en_US

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