Research on the “Dynamic Consistency” Management of Digital Marketing of Fashion Luxury Brands in the Era of AIGC

Abstract

Generative artificial intelligence is fundamentally reshaping the digital marketing paradigm for luxury brands, but there is a deep tension between its massive, automated content generation capabilities and the core values on which luxury brands thrive —scarcity, inheritance, and dreaminess. This study focuses on a core paradox: how can luxury brands use AIGC to achieve hyper-personalized interactions while maintaining the consistency of global brand values? By integrating the theory of luxury goods management and the theory of brand dynamic consistency, this paper proposes a new paradigm of “intelligent dynamic consistency” and constructs an integrated analysis framework of “strategic anchor-algorithm layer-governance mechanism”. Using a multi - case study method, four representative fashion and luxury brands such as Louis vuitton, Gucci, Burberry and Coperni are selected, the systematic analysis of AIGC content in terms of visual style, core symbol use, narrative language and contextualized trigger variables is integrated to explore the practical form of luxury brand consistency management in the AIGC era. Th e research finds that successful luxury brands are transforming AIGC from a tactical tool to a strategic core capability, and the key lies in structurally coding the brand's core values to form an insurmountable boundary (strategic anchor), realizing large-scale contextualized content generation based on multi-dimensional trigger variables (algorithm layer), and managing the risk of content mutation (governance mechanism) through a hybrid governance mechanism of “people in the loop”, which expands the cross-dialogue between brand consistency theory and AIGC marketing theory. In practice, it provides systematic suggestions for luxury brand managers on value coding, process restructuring and hybrid team building.