Generation Z and Luxury Fashion Digitization: Evaluating Vivienne Westwood’s Integrated Online Marketing on Mainstream Social Platforms

DOI

10.2991/978-94-6239-801-6_116How to use a DOI?

Keywords

Marketing; Consumer Behaviour; Market Strategy; Brand Loyalty

Abstract

With the development of the information age, Generation Z is becoming the main consumer group in the fashion industry. Their preferences for authenticity, sustainability, individual expression and social media-driven trends pose significant digital transformation challenges to traditional fashion brands. Therefore, fashion brands urgently need effective online marketing strategies for Generation Z. This analytical research aims to explore how Vivienne Westwood achieved effective attraction to Generation Z through online marketing strategies targeting Generation Z while maintaining its core brand image, which has significant theoretical and practical significance. This analytical research adopts a hybrid methodology to systematically evaluate Vivienne Westwood’s online marketing strategies on mainstream social media platforms such as TikTok and Instagram. Specifically, it includes an analysis of the impact of platform content on consumers, an analysis of typical viral marketing, and an examination of the cooperation mechanisms with Internet influencers, as well as the quantitative assessment of secondary interaction indicators such as user interaction data and sales conversion.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Yuwen Feng
PY  - 2026
DA  - 2026/10/23
TI  - Generation Z and Luxury Fashion Digitization: Evaluating Vivienne Westwood’s Integrated Online Marketing on Mainstream Social Platforms
BT  - Proceedings of the 2026 2nd International Conference on Financial Innovation and Marketing Management (FIMM 2026)
PB  - Atlantis Press
SP  - 1117
EP  - 1128
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-801-6_116
DO  - 10.2991/978-94-6239-801-6_116
ID  - Feng2026
ER  -