Publicação
In-store experiences that captivate Gen Z in Germany’s luxury fashion sector
| Resumo: | This master thesis aims to explore the evolving preferences of Gen Z within the luxury fashion sector, using Schmitt’s (1999) Strategic Experiential Modules (SEMs) as a framework to ana lyze their shopping experiences. Through a combination of literature review and qualitative interviews, the research examines the role of the physical store in shaping Gen Z's interactions with luxury fashion brands. The study aims to provide insights into how luxury retailers can adapt their in-store strategies to better align with the expectations and behaviors of this emerg ing consumer demographic. |
|---|---|
| Autores principais: | Collin, Lara Victoria |
| Assunto: | Luxury fashion Gen Z Luxury consumer trends Experiential marketing In-store experiences |
| Ano: | 2025 |
| 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: | This master thesis aims to explore the evolving preferences of Gen Z within the luxury fashion sector, using Schmitt’s (1999) Strategic Experiential Modules (SEMs) as a framework to ana lyze their shopping experiences. Through a combination of literature review and qualitative interviews, the research examines the role of the physical store in shaping Gen Z's interactions with luxury fashion brands. The study aims to provide insights into how luxury retailers can adapt their in-store strategies to better align with the expectations and behaviors of this emerg ing consumer demographic. |
|---|