Abstract:

Today, when technology and the ability of new generations to respond to the rapidly changing needs and lifestyle of brand-based products are questioned, luxury brands are passing through the ‘re-branding’ phase, which indicates the need to thoroughly revise the brand image to meet the needs and expectations of the ‘Y Generation’. In light of cultural, social, economic, environmental and competitive changes in the fashion industry, the study aims to conduct an investigation that provides an up-to-date perspective on how luxury brands can get closer to their target audience. In this context, the article selected as an example the Burberry brand, which was early adapted to digital transformation, followed and adopted technological innovations in the field and led the luxury fashion industry; the digital transformation strategy it has been conducted since 2006 has been investigated. The concept of digital video game, which is Balenciaga’s 2021 Autumn/Winter Prepared Clothing Collection presentation, has been studied as a remarkable, futuristic example with its digital and sustainability vision. Qualitative research method for the article used; management consultancy companies research reports, official websites and reports of brands, newspapers and magazines published online articles such as electronic sources and foreign books, articles, reports sources. The research found that luxury brands in their digital applications for the multi-channel sale of fashion design products have focused on the consumers of the Y Generation and the Z Generation, which will gain purchasing power in the near future, expressed by the HENRY (High-Earners-Not-Rich-Yet) as potential target groups. As a result, it is revealed that in the era of digital darwinism, brands should not only think differently, but also behave differently to survive. It will guide the communications and marketing strategies of luxury brands, and it has been determined that the brand’s knowledge and production needs the ‘innovation centers’ where the digital transformation can be sustainable. It is clear that fashion designers and brands, who understand the spirit of time, can adapt to change, are innovative, socially intrinsic, with sharp intelligence and a big budget, will be able to continue their sales successes with multi-channel retail in the near future.

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