Going digital without giving up your values: What digital marketing strategies do brands use to overcome this challenge?

While the question of digitalization for luxury brands is no longer raised today, the successful digital strategies to be adopted have received little attention and remain largely unexplored. By conducting semi-structured interviews with thirteen luxury experts, we have established a framework enabling us to identify efficient digital strategies according to: 1 / the brand’s level of luxury (accessible to intermediate luxury; inaccessible luxury) and 2 / the type of digital media used: paid media and owned media. Finally, the results are discussed. The paper concludes by offering recommendations for both academic researchers and practitioners.