This site details a review of previous research that focuses on the luxury fashion market and how they are transitioning their marketing through digital channels. The literature review contains a comprehensive discussion of social media marketing, influencer marketing, characteristics of influencers, consumers’ reasoning for following influencers, luxury fashion marketing, and the ways in which influencers are becoming prominent in the world of luxury fashion marketing. 

This site also includes primary research that attempts to understand the marketing tactics used by official luxury fashion brand accounts, sponsored influencers, and non-sponsored influencers used when posting luxury fashion products on Instagram. There is a specific focus on comparing and contrasting the differences between the way these three types of influencers market luxury fashion products. The method of content analysis was used to quantify the marketing tactics used in the Instagram posts that featured a luxury fashion product by these three types of accounts. This site outlines the study’s literature review, methodology, key findings, results, discussion, and limitations, and offers an application-based component detailing how luxury fashion marketers can use Instagram analytics software to gauge which content is receiving the most engagement on the brand’s Instagram account.