What is Multichannel

Competition among brands has become quite severe due to recent technological developments. These developments can bring some companies to an end, while for some companies they can turn into an opportunity, or the innovations brought by technology can open new ways for companies to work. While capturing these technological developments, companies have begun to transform these innovations into strategies. In addition to the classical marketing strategies and implementations, there are now also companies that use digital transformation in their marketing plans and actions, and they try to integrate the customer with these new types of marketing. Luxury brands have a lot of distinction from other categories with their marketing approaches and tools. Therefore, it is obvious that luxury brands must adapt to this digital transformation. This study aimed to draw a framework for their omnichannel strategies and implementations considering the characteristics of luxury brands and customers.