The paper aims to investigate the phenomenon of Search Advertising Marketing in the Luxury Fashion industry, through the analysis of the Max Mara case study. COVID-19 has had a strong economic impact worldwide, drastically upsetting the forecasts for the year 2020. With the temporary closure of international borders, the requirement for smart-working for many companies and the lockdown, the pandemic evolution has led many sectors to re-evaluate the most effective economic strategies for the future. Similarly, consumers have changed their consumption patterns. Even Luxury Fashion, a key sector for the Italian economy, has been disrupted by the pandemic phenomenon, in fact the luxury fashion market has experienced its first losses in many years. However, 2020 has also outlined the strategic lines for the near future, in fact it has accelerated the transition from traditional sales to online retail, causing e-commerce to grow at record rates. Luxury fashion companies today need to rethink their business models and improve their digital marketing strategies in order to create value for online customers and complete the transition to an omnichannel perspective. The first part of the paper presents an overview of the luxury fashion industry, highlighting the changes that the global pandemic has brought to the market and consumer behaviour. The second chapter analyses Digital Marketing and its tools, in order to highlight the new evolutions of the discipline and present the possible strategies that organisations can adopt. Given the importance and the strong impact on sales of Search Engine Advertising (SEA), in the third part of the thesis project, this digital marketing tool is explored in depth: the different techniques and possible solutions that companies can adopt in order to reach their target audience online. In the last section, the research results are compared with the case study of the Max Mara Group, a Luxury Fashion Made in Italy company. The objective of this last section is to demonstrate through empirical research, the effectiveness of Search Engine Advertising and the impact of this tool on sales in the luxury fashion industry. The paper also aims to highlight the importance of omnichannel marketing for Luxury Fashion companies. In the analysis, the focus is on the Digital Division and the Search Engine Advertising strategies of the brand, observed during an internship and subsequent work period in the Performance Marketing team of the Digital Division and investigated through in-depth interviews with Digital Marketing Performance Specialists.
L’elaborato si pone l’obiettivo di indagare il fenomeno del Search Advertising Marketing nell’industria del Luxury Fashion, attraverso l’analisi del caso studio Max Mara. Il COVID-19 ha avuto un forte impatto economico a livello mondiale, sconvolgendo drasticamente le previsioni per l’anno 2020. Con la chiusura temporanea dei confini internazionali, l’obbligo dello smart-working per molte aziende e il lockdown, l’evoluzione pandemica ha portato tanti settori a rivalutare le strategie economiche più efficaci per il futuro. Allo stesso modo i consumatori hanno cambiato i modelli di consumi. Anche il Luxury Fashion, settore chiave per l’economia italiana, è stato stravolto dal fenomeno pandemico, infatti il mercato della moda di lusso ha conosciuto le prime perdite dopo tanti anni. Tuttavia, il 2020 ha delineato anche le linee strategiche per il prossimo futuro, infatti ha accelerato il passaggio dalla vendita tradizionale al retail online facendo sì che l’e-commerce crescesse a tassi record. Le aziende della moda lusso, oggi, devono ripensare i propri modelli di business e migliorare le strategie di Marketing Digitale al fine di creare valore per i clienti online e completare il passaggio ad un’ottica omnichannel. Nella prima parte dell’elaborato viene presentata una panoramica del settore moda lusso, evidenziando i cambiamenti che la pandemia globale ha portato nel mercato e nel comportamento dei consumatori. Nel secondo capitolo viene analizzato il Digital Marketing e i suoi strumenti, al fine di evidenziare le nuove evoluzioni della disciplina e presentare le possibili strategie che le organizzazioni possono adottare. Data l’importanza e il forte impatto sulle vendite del Search Engine Advertising (SEA), nella terza parte del progetto di tesi, viene approfondito questo strumento di marketing digitale: le diverse tecniche e le possibili soluzioni che le aziende possono adottare al fine di raggiungere il pubblico di riferimento online. Nell’ultima sezione vengono comparati i risultati delle ricerche con il caso studio del Gruppo Max Mara, azienda del Luxury Fashion Made in Italy. L’obiettivo di questa ultima sezione è dimostrare attraverso la ricerca empirica, l’efficacia del Search Engine Advertising e l’impatto di questo strumento sulle vendite nell’industria della moda lusso. L’elaborato vuole, inoltre, evidenziare l’importanza dell’omnicanalità per le aziende del Luxury Fashion. Nell’analisi, l’attenzione è rivolta alla divisione digitale e alle strategie di Search Engine Advertising del brand, osservate durante un percorso di tirocinio e successivo periodo di lavoro nel team Performance Marketing della Digital Division e approfondite attraverso interviste in profondità ai Digital Marketing Performance Specialist.
L’efficacia del Search Engine Advertising nell’industria del Luxury Fashion: il caso Max Mara.
FONTI, DENISE
2020/2021
Abstract
The paper aims to investigate the phenomenon of Search Advertising Marketing in the Luxury Fashion industry, through the analysis of the Max Mara case study. COVID-19 has had a strong economic impact worldwide, drastically upsetting the forecasts for the year 2020. With the temporary closure of international borders, the requirement for smart-working for many companies and the lockdown, the pandemic evolution has led many sectors to re-evaluate the most effective economic strategies for the future. Similarly, consumers have changed their consumption patterns. Even Luxury Fashion, a key sector for the Italian economy, has been disrupted by the pandemic phenomenon, in fact the luxury fashion market has experienced its first losses in many years. However, 2020 has also outlined the strategic lines for the near future, in fact it has accelerated the transition from traditional sales to online retail, causing e-commerce to grow at record rates. Luxury fashion companies today need to rethink their business models and improve their digital marketing strategies in order to create value for online customers and complete the transition to an omnichannel perspective. The first part of the paper presents an overview of the luxury fashion industry, highlighting the changes that the global pandemic has brought to the market and consumer behaviour. The second chapter analyses Digital Marketing and its tools, in order to highlight the new evolutions of the discipline and present the possible strategies that organisations can adopt. Given the importance and the strong impact on sales of Search Engine Advertising (SEA), in the third part of the thesis project, this digital marketing tool is explored in depth: the different techniques and possible solutions that companies can adopt in order to reach their target audience online. In the last section, the research results are compared with the case study of the Max Mara Group, a Luxury Fashion Made in Italy company. The objective of this last section is to demonstrate through empirical research, the effectiveness of Search Engine Advertising and the impact of this tool on sales in the luxury fashion industry. The paper also aims to highlight the importance of omnichannel marketing for Luxury Fashion companies. In the analysis, the focus is on the Digital Division and the Search Engine Advertising strategies of the brand, observed during an internship and subsequent work period in the Performance Marketing team of the Digital Division and investigated through in-depth interviews with Digital Marketing Performance Specialists.| File | Dimensione | Formato | |
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Tesi Denise Fonti.pdf
Open Access dal 10/07/2023
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https://hdl.handle.net/20.500.12075/1678