Digital strategies and SEO in luxury fashion: navigating the new era of sustainability and consumer expectations

Luxury fashion is hugely changing in the modern times of digitization and with new customers expectation. Innovation, particularly SEO strategies, has to be implemented consistently in practice to stay on top. This study will analyze how luxury brands can retain exclusiveness and tradition while responding to challenges such as sustainability and seasonality. The first part explores the evolution of the luxury concept in a digital context, underlining that Millennials and Gen Z are pushing towards the adoption of omnichannel strategies. Then, SEO for luxury is analyzed, focusing on niche keywords, on-page and off-page optimization, and some successful cases such as the Kering Group. A chapter is dedicated to seasonality, analyzing the impact of innovative models such as 'See Now, Buy Now' and capsule collections have on digital strategies, showing best practices for adapting to seasonal trends. Sustainability, following demands for transparency by Millennials and Gen Z, is presented as a strategic pillar. The focus is on how brands can strengthen their digital positioning using 'green keywords', innovative technologies and eco-friendly materials with virtuous examples. Finally, it looks at the future of the sector, with themes ranging from digital storytelling to omnichannelality and AI to optimize SEO and offer experiences. This paper puts forward a holistic approach, including digitization, sustainability and seasonality to meet modern consumer demand.