• 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
    • Abstracting/ Indexing:  CNKI, Google Scholar, Electronic Journals Library, Crossref, Ulrich's Periodicals Directory, MESLibrary, etc.
    • E-mail: joebm.editor@gmail.com
JOEBM 2022 Vol.10(3): 175-179 ISSN: 2301-3567
DOI: 10.18178/joebm.2022.10.3.694

Research on Marketing Strategy for the Male Market Luxury Industry — Taking Dior as an Example

Haohong He, Yunfei Jiang, and Yue Wang

Abstract—Men make a contribution to the luxury market's sales. For years, luxury brands have been researching effective female marketing strategies and adapting them for males. Nevertheless, comparable marketing strategies must be demonstrated to be effective. The impact of men's expectations and the brand relationship between male customers and luxury brands will be examined in this study. Establishing connections with customers and motivating them to purchase products via social media is challenging. Additionally, the segmentation of high-end customers fails, and luxury product expectations are not met. According to research, the platforms on which luxury goods are promoted on social media are critical. Men's content should be tailored to their preferences, as they may prefer a more centralized marketing approach. The commercial value of this paper is that it suggests a new approach to marketing to males. Additionally, to ascertain what customers think of the current marketing strategy.

Index Terms—Marketing strategy, male market, luxury industry, Dior.

Haohong He is with the University of Edinburgh, Edinburgh, EH8 9JU UK (e-mail: s1948395@ed.ac.uk). Yufei Jiang is with Shenzhen Foreign Languages School, Shenzhen, 51800 China (e-mail: jiangyunfei001@126.com). Yue Wang is with Sanda University, Shanghai, 200120 China (e-mail: bonuswy@163.com).


Cite: Haohong He, Yunfei Jiang, and Yue Wang, "Research on Marketing Strategy for the Male Market Luxury Industry — Taking Dior as an Example," Journal of Economics, Business and Management vol. 10, no. 3, pp. 175-179, 2022.

Copyright © 2022 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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