Elie SAAB: Strategic presence in the digital luxury space

Abstract

ELIE SAAB made a decision to go online based on a belief that this was the future way of communicating with its supporters. Once the brand decided to get involved in web marketing, it did not hesitateto communicate its Haute Couture line alongside the Ready-to- Wear line online. The brand has successfully differentiated the Haute Couture and the Ready-to-Wear lines without diluting the couture-brand status. In addition, although ELIE SAAB has never used any online advertising, its web marketing, which runs counter to many other luxury brands’ strategies, has brought fascinating results in just one year. Due to the brand’s relatively short online life, its online presence must and will be studied further in the years to come. This chapter will analyze ELIE SAAB strategies and achievements thus far.