Luxury fashion start-up brands' digital strategies with female Gen Y in the Middle East
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 pr...
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| Format: | article |
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2021
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| Online Access: | http://hdl.handle.net/10725/13009 https://doi.org/10.1108/JFMM-10-2020-0222 http://libraries.lau.edu.lb/research/laur/terms-of-use/articles.php 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 |
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| _version_ | 1864513490424692736 |
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| author | Ramadan, Zahy |
| author2 | Nsouli, Nour Zakaria |
| author2_role | author |
| author_facet | Ramadan, Zahy Nsouli, Nour Zakaria |
| author_role | author |
| dc.creator.none.fl_str_mv | Ramadan, Zahy Nsouli, Nour Zakaria |
| dc.date.none.fl_str_mv | 2021-09-29T09:45:57Z 2021-09-29T09:45:57Z 2021 2021-09-29 |
| dc.identifier.none.fl_str_mv | 1361-2026 http://hdl.handle.net/10725/13009 https://doi.org/10.1108/JFMM-10-2020-0222 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. http://libraries.lau.edu.lb/research/laur/terms-of-use/articles.php 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 |
| dc.language.none.fl_str_mv | en |
| dc.relation.none.fl_str_mv | Journal of Fashion Marketing and Management |
| dc.rights.*.fl_str_mv | info:eu-repo/semantics/openAccess |
| dc.title.none.fl_str_mv | Luxury fashion start-up brands' digital strategies with female Gen Y in the Middle East |
| dc.type.none.fl_str_mv | Article info:eu-repo/semantics/publishedVersion info:eu-repo/semantics/article |
| description | 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. |
| eu_rights_str_mv | openAccess |
| format | article |
| id | LAURepo_88b271c920490ff65ab8dbc4ca7b36fd |
| identifier_str_mv | 1361-2026 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. |
| language_invalid_str_mv | en |
| network_acronym_str | LAURepo |
| network_name_str | Lebanese American University repository |
| oai_identifier_str | oai:laur.lau.edu.lb:10725/13009 |
| publishDate | 2021 |
| repository.mail.fl_str_mv | |
| repository.name.fl_str_mv | |
| repository_id_str | |
| spelling | Luxury fashion start-up brands' digital strategies with female Gen Y in the Middle EastRamadan, ZahyNsouli, Nour ZakariaPurpose 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.Published2021-09-29T09:45:57Z2021-09-29T09:45:57Z20212021-09-29Articleinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/article1361-2026http://hdl.handle.net/10725/13009https://doi.org/10.1108/JFMM-10-2020-0222Ramadan, 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.http://libraries.lau.edu.lb/research/laur/terms-of-use/articles.phphttps://www.emerald.com/insight/content/doi/10.1108/JFMM-10-2020-0222/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestenJournal of Fashion Marketing and Managementinfo:eu-repo/semantics/openAccessoai:laur.lau.edu.lb:10725/130092021-09-29T09:56:03Z |
| spellingShingle | Luxury fashion start-up brands' digital strategies with female Gen Y in the Middle East Ramadan, Zahy |
| status_str | publishedVersion |
| title | Luxury fashion start-up brands' digital strategies with female Gen Y in the Middle East |
| title_full | Luxury fashion start-up brands' digital strategies with female Gen Y in the Middle East |
| title_fullStr | Luxury fashion start-up brands' digital strategies with female Gen Y in the Middle East |
| title_full_unstemmed | Luxury fashion start-up brands' digital strategies with female Gen Y in the Middle East |
| title_short | Luxury fashion start-up brands' digital strategies with female Gen Y in the Middle East |
| title_sort | Luxury fashion start-up brands' digital strategies with female Gen Y in the Middle East |
| url | http://hdl.handle.net/10725/13009 https://doi.org/10.1108/JFMM-10-2020-0222 http://libraries.lau.edu.lb/research/laur/terms-of-use/articles.php 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 |