Xiaomin Wang

(Al-Farabi Kazakh National University)

Abstract：

This study explores the evolving landscape of luxury brand communication strategies in a highly competitive global market. It addresses the growing importance of digital transformation, sustainability, and consumer behavior as key drivers shaping the luxury industry. The research aims to identify critical trends, analyze existing strategies, and highlight challenges faced by luxury brands in maintaining exclusivity while adapting to modern consumer expectations. This research contributes to the understanding of luxury brand management by offering insights into future directions for maintaining market competitiveness and achieving sustainable growth. The study provides practical implications for industry professionals, offering innovative solutions to address evolving consumer preferences and market dynamics.

Key Words：

luxury brands; communication strategies; consumer behavior; sustainability; digital transformation