The topic of luxury has always been very controversial. This research investigates the perception and evolution of this phenomenon, starting from a historical and etymological analysis and then exploring the transition from traditional luxury to the contemporary one. Furthermore, the paper continues imagining the future of retail spaces, reshaped by the advent of digital as well as by the pandemic crisis. Particular attention is paid to the study of consumer’s behaviour and characteristics, which are the real market players. Among these is Generation Z, whose values will influence the choices of brands from now until the next twenty years. This thesis is supported by surveys, interviews and case studies which lead to an application case: a 360 ° design strategy conceived for Bvlgari. The brand identity analysis leads to three design concepts which involve product, communication, service and space.
Il tema del lusso è da sempre molto controverso. La ricerca indaga la percezione e l’evoluzione di questo fenomeno, partendo da un’analisi storica ed etimologica per poi esplorare il passaggio dal lusso tradizionale a quello contemporaneo. L’elaborato prosegue poi immaginando il futuro degli spazi retail, rivoluzionati dall’avvento del digitale oltre che dalla crisi pandemica. Una particolare attenzione viene posta allo studio dei comportamenti e delle caratteristiche dei consumatori, veri protagonisti del mercato. Tra questi emerge la Generazione Z, i cui valori influenzeranno le scelte dei brand da qui ai prossimi vent’anni. Sondaggi, interviste e casi studio supportano questa tesi, conducendo ad un caso applicativo: una strategia progettuale a 360° pensata per il marchio Bvlgari. Dopo un’analisi dell’identità del brand, vengono infatti proposti tre concept di progetto che coinvolgono il prodotto, la comunicazione, il servizio e lo spazio.
Il lusso di domani. Nuovi scenari nel retail
Dalle Pezze, Alice
2019/2020
Abstract
The topic of luxury has always been very controversial. This research investigates the perception and evolution of this phenomenon, starting from a historical and etymological analysis and then exploring the transition from traditional luxury to the contemporary one. Furthermore, the paper continues imagining the future of retail spaces, reshaped by the advent of digital as well as by the pandemic crisis. Particular attention is paid to the study of consumer’s behaviour and characteristics, which are the real market players. Among these is Generation Z, whose values will influence the choices of brands from now until the next twenty years. This thesis is supported by surveys, interviews and case studies which lead to an application case: a 360 ° design strategy conceived for Bvlgari. The brand identity analysis leads to three design concepts which involve product, communication, service and space.File | Dimensione | Formato | |
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2021_4_Dalle Pezze.pdf
solo utenti autorizzati dal 03/04/2022
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https://hdl.handle.net/10589/174880