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Gamifikacija kao marketinška strategija za luksuzne modne brendove
Gamification as marketing strategy for luxury fashion brands
aAnkara Hacı Bayram Veli University, Art and Desing Faculty, Textile Design Dept., Ankara, Türkiye bIzmir Demokrasi University, Art and Desing Faculty, Traditional Turkish Arts Dept., Izmir, Türkiye
email: banu.gurcum@hbv.edu.tr, gozde99@gmail.com
Keywords: moda; luksuz; brend; marketinga; gamifikacija
Abstract
Trenutna studija istražuje integraciju gamifikacije u marketinške strategije koje primenjuju istaknuti globalni luksuzni modni brendovi, sa posebnim fokusom na Louis Vuitton, Gucci, Balenciaga i Burberry. Kroz korišćenje analize studija slučaja i naučne literature, studija istražuje način na koji gamifikovana iskustva poboljšavaju angažovanje potrošača, pripovedanje priča o brendu i digitalnu transformaciju. Nalazi pokazuju da gamifikacija nije samo marketinški alat, već strateška sposobnost koja redefiniše luksuzno brendiranje u digitalnom dobu.
Sažetak
The present study explores the integration of gamification into the marketing strategies employed by prominent global luxury fashion brands, with a particular focus on Louis Vuitton, Gucci, Balenciaga and Burberry. Through the utilization of case study analysis and scholarly literature, the study explores the manner in which gamified experiences enhance consumer engagement, brand storytelling, and digital transformation. The findings demonstrate that gamification is not merely a marketing tool, but a strategic capability that redefines luxury branding in the digital age.
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