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Leveraging emerging technologies in the fashion industry to enhance the perception of gen z - a case study of Louis Vuitton

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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.
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

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