Publicação
How luxury fine Jewelry brands can preserve their luxury essence while incorporating customers´ sustainability expectations
| Resumo: | The underlying business project explored the alignment of luxury with sustainability for Cartier. Incorporating customers’ sustainability expectations in luxury brands has gained importance, which can contradict established luxury approaches. With multiple holistic case study research, this work project extends the business project. Focusing on luxury fine jewelry brands, it examines, what determines their luxury essence, how customers express their expectations, how brands evolve their sustainability practices, and how they can preserve their luxury essence while adapting to customers’ demands. The findings advise working with sustainable materials for jewelry, creating extraordinary pieces, communicating actively, and providing an exclusive purchase experience. |
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| Autores principais: | Herrmann, Majlen Marita Elisabeth |
| Assunto: | Luxury essence Sustainability Customer expectations Fine jewelry |
| Ano: | 2023 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso embargado |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | The underlying business project explored the alignment of luxury with sustainability for Cartier. Incorporating customers’ sustainability expectations in luxury brands has gained importance, which can contradict established luxury approaches. With multiple holistic case study research, this work project extends the business project. Focusing on luxury fine jewelry brands, it examines, what determines their luxury essence, how customers express their expectations, how brands evolve their sustainability practices, and how they can preserve their luxury essence while adapting to customers’ demands. The findings advise working with sustainable materials for jewelry, creating extraordinary pieces, communicating actively, and providing an exclusive purchase experience. |
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