Balancing Awareness and Scarcity in Luxury Brand Digital Marketing: A Case Study of Chanel

Xiaoqing Li

doi:10.47297/wspciWSP2516-252726.20261002

PDF
Export
Share
Collection
Album

Volume 10, Issue 2

Views: 0 Downloads: 0

Balancing Awareness and Scarcity in Luxury Brand Digital Marketing: A Case Study of Chanel
Balancing Awareness and Scarcity in Luxury Brand Digital Marketing: A Case Study of Chanel
School of Accounting, Guangzhou Huashang College, Zhaoqing, Guangdong, 526200, China
Vol. 10, Issue 2, Pages: 122-127(2026)
Published：30 April 2026
DOI：10.47297/wspciWSP2516-252726.20261002
Accepted：

Scan QR Code

Li Xiaoqing.Balancing Awareness and Scarcity in Luxury Brand Digital Marketing: A Case Study of Chanel[J].Creativity and Innovation,2026,10(02):122-127.
DOI：

Li Xiaoqing.Balancing Awareness and Scarcity in Luxury Brand Digital Marketing: A Case Study of Chanel[J].Creativity and Innovation,2026,10(02):122-127. DOI： 10.47297/wspciWSP2516-252726.20261002.

摘要

Abstract

The widespread adoption of digital technologies has introduced a critical strategic tension for luxury brands: how to broaden digital visibility and consumer awareness without compromising the scarcity and high-end image that underpin brand value. Using Chanel as a representative case

this research develops a dual-dimensional analytical framework based on digital marketing theory

integrating the concepts of awareness and scarcity philosophy. It systematically evaluates the brand's digital marketing initiatives from 2015 to 2025. The results indicate that the inherent conflict between awareness expansion and scarcity preservation arises from structural misalignments among platform algorithm mechanisms

users'content consumption behaviors

and core brand principles. Chanel's experience shows that achieving a balance between the two objectives depends on aligning content strategy with platform-specific features

reconciling technological enablement with brand identity

and designing coherent channel integration and user journey pathways. Conversely

risks of imbalance emerge from excessive adaptation to algorithmic demands

insufficient channel governance

and erosion of brand distance. Based on these insights

the study proposes three optimization strategies—differentiated platform content

synergistic marketing channel management

and sustained adherence to brand philosophy—offering theoretical guidance and practical implications for digital marketing decisions in the luxury sector.

关键词

Keywords

references

Jiang Jiayi, Feng Dongqi, Wang Yueting, et al. Maison Margiela: Marketing Strategies for High-End Brands Transforming from Complexity to Simplicity [J]. International Public Relations, 2023, (15): 75-76.

Zhang Ruoli. Research on Marketing Strategy of Bosideng Company's High-End Down Jacket Products [D]. Jilin University, 2025.

Wan Shujun. Analysis of the Impact of Digital Marketing on Enterprise Market Responsiveness [J]. Marketing World, 2025, (11): 67-69.

Wang Menghan, Hu Xun. Analysis of the Continuity and Diversity of Classic Products under Chanel's Brand Identity [J]. Fashion Designer, 2025, (03): 115-120.

Chen Jialing. The Mysterious Family Behind Chanel: How Has It Been Passed Down Through Four Generations for 150 Years? [N]. 21st Century Business Herald, 2023-08-03(007).

Xu Di. Exploration of Enterprise Marketing and Innovation Strategies Based on Brand Management [J]. Management & Technology of SME, 2024, (19): 127-129.

Zhou Mingming. Analysis of the Role of Brand Positioning in Marketing Strategy [J]. Modern Marketing, 2022, (13): 142-144.

Meng Tao, Cao Jiang, Zou Xinlu, et al. Digital Marketing Capability: Dimensional Structure, Scale Development, and Validation of Its Impact on Marketing Performance [J]. Collected Essays on Finance and Economics, 2025, (11): 86-98.

Arpita Agnihotri, Saurabh Bhattacharya, Alkis Thrassou, Hélène Yildiz. Marketing Attributes of Upper Echelons and International Market Performance: The Role of Digital Marketing Capabilities [J]. International Marketing Review, 2025, 42(6): 1223-1249.