Strateška komunikacija luksuznih brendova na društvenim medijima

master's thesis

• Title (english): Strategic Communication of Luxury Brands on Social Media
• Author: Lana Domančić
• Mentor: Domagoj Bebić (mentor)
• Committee member: Domagoj Bebić (predsjednik povjerenstva)
• Committee member: Hrvoje Jakopović (član povjerenstva)
• Committee member: Božo Skoko (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2022-09-13, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Political Science

Abstract

Diplomski rad „Strateška komunikacija luksuznih brendova na društvenim medijima“ objašnjava kako se luksuzni brendovi Chanel i Gucci predstavljaju na Instagramu.
Društvene mreže su prerasle samo funkciju interakcije među korisnicima i dijeljenje sadržaja, postaju jedan od glavnih alata promocije brendova. Luksuzni brendovi poput Chanela i Guccija moraju koristiti inkluzivan alat kako bi komunicirali ekskluzivnost. Strateškim komuniciranjem luksuzni brendovi moraju održati svoj imidž i istodobno privući nove potencijalne kupce. Za održavanje statusa luksuznog brenda, a istodobno potencijala privlačenja nove publike moraju oprezno objavljivati. S obzirom na njihovu dugu prisutnost, moraju i konstantno mijenjati imidž kako bi nastavili konkurirati u modnoj industriji i zadržali svoj položaj. Moraju i izbjeći rizik prelaska u dostupniji brend u suočavanju s konkurencijom koja je jeftinija i koristi se istim alatima komuniciranja i oglašavanja.
U radu su objašnjeni koncepti luksuza i ekskluzivnosti i način na koji ih brendovi komuniciraju. Navedeni su povijesni razvoji brendova i imidž koji predstavlja njihov jedinstven identitet. Analizirane su njihove najpoznatije kampanje u posljednjoj eri prije društvenih mreža i uspoređene sa sadašnjom komunikacijom. Uz to su istraženi načini na koji komuniciraju svoju ekskluzivnost i kako zadržavaju status luksuznog brenda.

Abstract (english)

The thesis “Strategic communication of luxury brands on social media” details how luxury brands such as Chanel and Gucci present themselves on Instagram.
Social media has evolved beyond the function of simply facilitating the interaction among users and sharing content, it has become one of the main tools of brand promotion. Luxury brands like Chanel and Gucci must use an inclusive tool to communicate exclusivity. With strategic communication brands need to uphold their image and at the same time attract new potential customers. To keep the status of a luxury brand but also grow their audience, they have to post carefully. Considering their long existence, they must change up their image to continue being able to compete in the fashion industry and hold their place. They must also avoid the risk of transforming into a more mass production and generic brand facing the competition that is cheaper and uses the same tool for communication and advertising.
This thesis explains the concept of luxury and exclusivity and the way brands communicate them. The development history and image of brands are written to explain their unique identity. Their most famous campaigns before the era of social media are analyzed and compared with today’s communication. Also, the way they communicate exclusivity and keep the status of a luxury brand is researched

• Keywords: društveni mediji; strateška komunikacija; Chanel; Gucci; luksuz
• Keywords (english): social media; strategic communicatio; Chanel; Gucci; luxury
• Language: croatian
• URN:NBN: urn:nbn:hr:114:669411
• Study programme: Title: Journalism; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra novinarstva (magistar/magistra novinarstva)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2023-01-12 11:29:15