Luxury Brands and the Female Gaze: Challenging Traditional Marketing Strategies

Abstract

Luxury brands and goods are still leading the fashion trends and play a significant role in people’s physical and mental pursuits. Women nowadays are becoming the largest customer group of luxury goods. Facing the female customer group that has high purchase power, it is crucial to think of some strategies that favor female customers to boost profit and build customer loyalty. This article will concentrate on challenging traditional marketing strategies to meet female customers’ demands by using secondary research to summarize a set of strategy profiles, including brand philosophy, design, and marketing strategies. Luxury brands should consider more about the female gaze in terms of the three perspectives, the behaviors that meet the needs and wants of the female customer groups so that more women may be willing to contribute to the sales of luxury brands. This article is part of the larger topic of femvertising and the empowerment of female customers, which has been still a blank area waiting to be investigated.