Publicação
Leveraging emerging technologies in the fashion industry to enhance the perception of gen z - a case study of Louis Vuitton
| Resumo: | This work project investigates the influence of emerging technologies on the perceptions of luxury fashion brands among Generation Z. This individual part focuses on the well-established brand Louis Vuitton and how emerging technology can enhance its appeal to Generation Z. A mixed methodology, combining quantitative analysis with qualitative interviews, is used to reveal Generation Z's current perceptions. It includes industry expert opinions and Geneneration Z interview feedback for strategy validation. The findings suggest that luxury fashion brands can enhance their positioning and perception among Gen Z by strategically utilizing technology as part of their current objectives. |
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| Autores principais: | Rose, Karianne Helene |
| 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: | This work project investigates the influence of emerging technologies on the perceptions of luxury fashion brands among Generation Z. This individual part focuses on the well-established brand Louis Vuitton and how emerging technology can enhance its appeal to Generation Z. A mixed methodology, combining quantitative analysis with qualitative interviews, is used to reveal Generation Z's current perceptions. It includes industry expert opinions and Geneneration Z interview feedback for strategy validation. The findings suggest that luxury fashion brands can enhance their positioning and perception among Gen Z by strategically utilizing technology as part of their current objectives. |
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