Abstract
South Africa stands as Africa’s leading luxury market, yet the communication strategies of its local luxury fashion brands are still underexplored in academic literature (Appiah-Nimo, Muthambi & Devey, 2024). While global luxury brands dominate in visibility and academic focus (Euromonitor, 2019; Steinfield, 2015), local luxury fashion brands face a persistent gap in understanding how they encourage meaningful brand experiences through integrated communication. The objective of this study is to explore the effect of integrated communication to cultivate meaningful brand experiences within South African luxury fashion brands.
A qualitative methodology, this study utilised purposive sampling to conduct sixteen (16) semi-structured interviews with South African luxury fashion consumers which were thematically analysed. The findings suggest that integrated communications indeed has a significant impact in shaping meaningful brand experiences. Integrated communication in this context is culturally resonant and contextually relevant. Meaningful brand experiences are significantly linked to heritage symbolism and brand storytelling across their platforms to build emotional resonance with their audiences. Furthermore, these brands develop engaging environments that allow consumers to connect with the brand by strategically integrating sensory experiences. This research contributes to the academic body of work on integrated brand communication in the South African context, providing insights for local brands looking to enhance consumer experience through integrated, meaning-driven communication strategies.