Library:
Paris Champerret
Madrid
London
Paris Montparnasse
Turin
Berlin
- Item type
- Study and report
- Dissertation
- Language
- English
- Publication year
- 2024
- Contributors
- Subjects
- MARKETING
In the 2020s, the luxury and fashion industry is experiencing shifts away from its traditional and established trajectory. Changes in society and the widespread adoption of new ideologies, along with global economic events, have contributed to redefining what was once considered luxury. Innovative perceptions on luxury items have led to the emergence of disruptive consumption patterns and a new, demanding customer base. This new clientele seeks to fulfill its unique and, to some extent, unconventional, desires through innovative and occasionally controversial means. This Master Thesis aims at identifying the main challenges and opportunities that the luxury and fashion industry is called to deal with at the time. By qualitatively analyzing three distinct scenarios, each referencing one specific luxury brand, we are led to understand this shift in perceptions and luxury interpretations, along with the potential threats these may pose to the fundamental cornerstones of luxury. At the end of our analysis, we come to the great conclusion that foreseeable harms can be mitigated if specific precautionary measures are implemented.
