Luxury fashion and digital loyalty: effective strategies for senior management

  • Rocío López Muniesa Universidad Rey Juan Carlos
  • Eloísa Díaz Garrido Universidad Rey Juan Carlos
DOI: https://doi.org/10.18543/bee.3233
Keywords: Digital marketing, Social media, Consumer behavior, Delphi methodology, Luxury Fashion

Abstract

In a highly competitive digital environment, luxury fashion brands face the challenge of fostering loyalty among increasingly demanding and connected consumers. This study aims to identify the key digital marketing strategies that strengthen the relationship between these brands and their audiences in virtual environments. Using the Delphi methodology, a panel of seven digital marketing and luxury fashion experts was consulted to explore the most effective practices applied in the sector. The results reveal that investment in digital tools is not only essential to retain current customers but also to attract new consumers through strategies focused on storytelling, sustainability, and transparency. It also highlights the role of influencers as amplifiers of brand values, particularly regarding sustainable practices, and the need to build a coherent and authentic narrative that generates trust. This study provides marketers with clear guidelines to optimize their strategic decisions in the digital context, reinforcing brand loyalty and competitive differentiation in the luxury segment.

Author Biographies

Rocío López Muniesa, Universidad Rey Juan Carlos

Professor in the Marketing Department at Rey Juan Carlos University (Madrid, Spain). In the academic field, she has been teaching classes in the Marketing Degree program in subjects such as Relationship Marketing, Consumer Behavior, Communication Techniques, and Introduction to Marketing since 2021. In postgraduate education, she has been a professor of Ethics and Corporate Social Responsibility since 2022. With a PhD in Economics and Business Studies, her research focuses on the study of consumer behavior in the fashion business sector through the introduction of new technologies applied to marketing.

Eloísa Díaz Garrido, Universidad Rey Juan Carlos

Full Professor at the Faculty of Economics and Business Sciences of the Rey Juan Carlos University (Madrid). Her line of research focuses on the strategy of operations in both industrial and service companies, environmental management and the management of service companies and service processes in manufacturing companies, as well as on the process of Servitization as a strategic decision of industrial companies, generating value by incorporating services into products. He is a member of the high-performance research group OPENMANUSERV and the GID - OMTECH Educational Innovation group of the URJC. She has participated as a researcher in Research Projects and Contracts of the National Plan granted by the Ministry of Science and Innovation and Projects of the Community of Madrid, focused on topics in accordance with her lines of research. He has presented different communications and papers at national and international conferences. She has been the author of different publications in national and international magazines and books since 2000. He teaches subjects related to Production and Operations Management and Business Management in different Undergraduate and Postgraduate Degrees. PhD in Economic and Business Sciences from the Rey Juan Carlos University (Madrid- Spain).

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Published
2026-02-27
How to Cite
López Muniesa, Rocío, and Eloísa Díaz Garrido. 2026. “Luxury Fashion and Digital Loyalty: Effective Strategies for Senior Management”. Bulletin of Economic Studies 80 (236), 165-83. https://doi.org/10.18543/bee.3233.
Issue
Vol. 80 No. 236 (2025): Innovation in marketing and services in the context of digital transformation
Section
Articles

Copyright (c) 2026 Deusto Business Alumni

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