Luxury brands such as Louis Vuitton and Rolls Royce are symbols of wealth and success. But new mobile digital technologies could prove to be a double-edged sword for some of the world’s most exclusive labels.
A Queensland University of Technology (QUT) researcher is examining the impact of iPhone applications on the image and identity of luxury brands.
PhD researcher Parisa Mahyari, from QUT’s School of Advertising, Marketing and Public Relations, will analyse how luxury fashion, automobile and hotel brands use mobile phones to take advantage of the growing digital market.
Ms Mahyari said new technologies offered luxury brands the chance to provide a digital service which reached a wider audience and could be shared with friends via social media.
