Brand Communities in Luxury Fashion

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School of Business | Bachelor's thesis
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Date

2025

Department

Markkinoinnin laitos

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Mcode

Degree programme

Markkinointi

Language

en

Pages

26

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Abstract

Digitalisation has brought opportunities for brands through online brand communities, in which the digital environment provides enhanced Word-of-Mouth (WOM) opportunities due to the open and inclusive nature of the internet and its facilitation of consumer-to-consumer interactions. However, this openness poses challenges for luxury fashion brands, which are driven by their exclusive appeal. This bachelor’s thesis explores how luxury fashion brands can leverage online brand communities while preserving their exclusivity, focusing on the managerial perspective. Through a literature review, this thesis provides an overview of existing theories behind online brand communities and focuses on highlighting the key mechanisms driving brand community participation in luxury fashion. Proceeded by reviewing three studies made in the luxury and fashion sectors, the thesis combines the results into a four-step iterative framework for online brand community building and management. The framework addresses relevant strategic-level problems that luxury fashion brands face when aiming to leverage online brand communities as part of their marketing activities. The main potential benefit of the model revolves around balancing the duality between driving Word-of-Mouth effect and preserving brand’s exclusivity.

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Thesis advisor

Tuulensalo, Onni

Keywords

online brand community, luxury fashion, brand community management, exclusivity management

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https://urn.fi/URN:NBN:fi:aalto-202503022653

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[kand] Kauppakorkeakoulu / BIZ