EMBRACING YOUR CONSUMER: HOW THE NAKOVICH SOCIAL MEDIA MODEL & NAKOVICH SOCIAL MEDIA STRATEGY TOOL CAN HELP LUXURY BRANDS CREATE MORE EFFECTIVE SOCIAL MEDIA STRATEGIES
WHY IS IT
IMPORTANT?
Today, social media stands at the forefront of relationships made between luxury brands and their target consumers. The luxury industry has seen a high demand for social media strategies in hopes that they will help reach and engage with their consumers. Of these consumers, Generation Z, the first generational cohort that has grown up with a digital DNA, is changing how brands typically interact through their marketing efforts. This generational cohort is increasing in the market. The importance is shown through their spending power and behavior. However, Generation Z is creating problems for brands, leaving them struggling to learn how to connect with them. Understanding and maintaining engagement with Generation Z is the main focus for brands as they embark on what seems like a long journey of marketing to this consumer.
HOW IT WORKS
The model shows the relationships between the brand, the consumer, the platform, and the strategy while the social media strategy tool suggests informative ways to create effective social media strategies that directly foster relationships with the consumer. The tool emphasizes how the flow of content can effectively reach Generation Z for awareness, loyalty, retention, and growth.
WHAT IT IS
The purpose of this thesis is to provide a new social media model paired with a social media strategy tool for luxury brands to more deeply engage with their consumer.
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This thesis will assess two brand archetypes Tom Ford and Rowing Blazers by taking the brands through both the model and strategy tool to show how together they can create better experiences for the consumer.
TO READ THE FULL THESIS CLICK BELOW. IF YOU WANT TO JUMP STRAIGHT TO THE BRAND ARCHETYPE EXAMPLE WHERE MY MODEL & STRATEGY TOOL IS PROTOTYPED. JUST GO TO CHAPTER NINE (PAGE 152)