• ISSN: 2301-3567 (Print), 2972-3981 (Online)
    • Abbreviated Title: J. Econ. Bus. Manag.
    • Frequency: Quarterly
    • DOI: 10.18178/JOEBM
    • Editor-in-Chief: Prof. Eunjin Hwang
    • Executive Editor: Ms. Fiona Chu
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HOME > Archive > 2021 > Volume 9 Number 3 (Sept. 2021) >
JOEBM 2021 Vol.9(3): 60-63 ISSN: 2301-3567
DOI: 10.18178/joebm.2021.9.3.656

RETRACTED: Analysis on Marketing Strategy of Luxury Brand under the Context of New Media: Taking Gucci as An Example

Yang Furui


The journal and the author retract the article “Analysis on Marketing Strategy of Luxury Brand under the Context of New Media: Taking Gucci as An Example".
After publication, the author found that there are some data mistakes in this paper. 
In order to have a rigorous attitude towards science and a responsible attitude, the authors would like to retract this paper.
In accordance with our ethics procedures, this paper is retracted and shall be marked accordingly.


Abstract—In recent years, due to the popularity of new media based on technological advance, marketing strategy of luxury brand is now transforming imperceptibly. For the highly competitive luxury industry, using media to carry out effective publicity will help brands to identify and consolidate potential customers to seize more market share. As one of the representatives of luxury brands, Gucci has made a novel attempt in digital marketing, which has been well received as well as playing a significant role in building its brand image and product promotion. This paper will take the famous Italian luxury brand Gucci as an example to explore how to effectively transform the conventional marketing strategy of luxury brands into a more creative one in the context of new media.

Index Terms—New media, digital marketing, transformation of marketing strategy, Gucci brand.

Yang Furui is with China Agricultural University, Beijing, China (e-mail: 15309016288@163.com).

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Cite:Yang Furui, "Analysis on Marketing Strategy of Luxury Brand under the Context of New Media: Taking Gucci as An Example," Journal of Economics, Business and Management vol. 9, no. 3, pp. 60-63, 2021.

Copyright © 2021 by the authors. This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).

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