Research On The Luxury Social Shopping Of Information Age

With the rapid development of information age, because of the invention of digital technology, people can communicate within the internet, a virtual world, and break through the constraints of time and space. It is not only an extension of human real life, but also does not need to exist as a basis. Information technology not only has a profound impact on the way of human life, but change the living habits of people imperceptibly as well. Based on this, social shopping platform can meet various needs of consumers, such as search for product information, shopping experience sharing, and establishing and maintaining relationships with others online. Consumers and famous enterprises have gradually chosen social shopping to online activities.First, this article elaborated three concepts of information age, luxury goods and social shopping respectively, and also expounded development characteristics of the information age, luxury goods category and brand grading, social shopping advantages in detail. On this basis, the article collected the data released by authorities, analyzed the initial form characteristic of social shopping platform and the effect of consumers and brand. And then the article select the representative luxury social networking platform Net-A-Porter, which belongs to foreign country, the domestic Ofashion to analyze in depth. At last, the conclusion is drawn from the above research.The purpose of this paper is to find out the possible development of luxury in the social shopping platform from social shopping consumers and the influence of famous enterprises in the information age, to help the luxury brand find potential customers through the accurate social marketing of social marketing platform, to promote the relationship between consumers and brand for the future development.