Open Access

Sophia Christahl

• This bachelor thesis elaborates on how a high fashion brand can transfer its brand val-ues into the online marketing environment. After presenting foundational basics accord-ing to current scientific literature, own empirical research was conducted via two expert interviews. Through the expert interviews, essential knowledge of all relevant topic are-as – advertising, branding, high fashion and online marketing – has been gained and in the end been clustered and summarised to form requirements for a successful brand val-ue transfer concept. The traditional marketing mix of the four Ps has been the basis for the concept, resulting in providing insights and learnings in the fields of product policy, distribution policy, price policy and communication policy. The brand value transfer concept provides strategic background and ideas as well as practical, scientifically-based action approaches for high fashion brands entering the online environment. At the end of the thesis, the concept is evaluated critically and future assumptions on the dis-cussed topics are presented.