A Comparative Study of Marketing Analytics Adoption in the Luxury Fashion and Watch Industries: Challenges and Opportunities
DOI:
https://doi.org/10.31305/rrijm.2024.v09.n09.019Keywords:
artificial intelligence, marketing analytics, ethics, social media marketing, luxury products, luxury marketAbstract
The research aims at the marketing analytics and adoption in luxury fashion and watch industries to evaluate the challenges and opportunities faced by the organizations. The detailed synthesis of the existing literature has further demonstrated that there is limited research that has been configured which focused on specifically the luxury watch and fashion industries. With the consideration of positivism research philosophy, descriptive exploratory research design, and deductive research approach, the complete research has been conducted with the primary method of data collection by considering surveys among 55 participants across the luxury fashion and watch industry. The utilization of SPSS statistical tools has followed statistical analysis. The findings of the research have highlighted is strong inclination towards the luxury fashion sector underscoring a wider range of focus on the specific fashion-related challenges compared with those faced through the luxury watch sector. The high relevance of the findings has emphasized their vital role in the cases of understanding the adoption of marketing analytics in both industries. The findings of the research significantly highlighted that there is a strong shift towards the luxury fashion sector including the demand for the significant challenges of resources and marketing analytics techniques has been significantly describing the oral process, especially in the luxury work sector due to demand for high-end technology. The research has been concluded by considering the recommendations of proper hiring and training for ensuring skilled data analysts overcome the implementation barriers along with robust data privacy incorporation for building customer trust.
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