Publicação
Leveraging emerging technologies in the fashion industry to enhance the perception of gen z - a case study of the attico
| Resumo: | his work project investigates how new technologies can change the perception of luxury fashion brands by Generation Z. This individual part examines the new fashion brand The Attico, which faces various challenges and assesses how technology can increase its appeal to Generation Z. A mixed methodology combining quantitative analyses with qualitative interviews sheds light on current perceptions of Generation Z and incorporates the opinions of industry experts and feedback from Gen Z interviews. The findings suggest that luxury fashion brands can improve their positioning and perception of Gen Z by strategically utilizing technology as part of their current objectives. |
|---|---|
| Autores principais: | Wittershagen, Clara Christina Marie |
| Assunto: | Gen z Fashion industry Luxury industry Premium brands Emerging technologies Ar and vr Generative ai 3d printing Marketing |
| Ano: | 2024 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | his work project investigates how new technologies can change the perception of luxury fashion brands by Generation Z. This individual part examines the new fashion brand The Attico, which faces various challenges and assesses how technology can increase its appeal to Generation Z. A mixed methodology combining quantitative analyses with qualitative interviews sheds light on current perceptions of Generation Z and incorporates the opinions of industry experts and feedback from Gen Z interviews. The findings suggest that luxury fashion brands can improve their positioning and perception of Gen Z by strategically utilizing technology as part of their current objectives. |
|---|