The research explores the concept of New Luxury and the brands that represent it. Through comparative analysis, the Critical Success Factors of New Luxury branding (such as Digitalization, Myth-making, and Sustainability) were examined, and it was concluded that Digitalization is a key factor determining modern branding strategies. Based on the results of the study, a project was developed that serves as an example of how, under current circumstances, it is possible to build a luxury jewelry brand by focusing on intangible values and without relying on the large budgets typically associated with traditional luxury brands.
La ricerca esplora il concetto di Nuovo Lusso e i marchi che lo rappresentano. Attraverso un'analisi comparativa, sono stati esaminati i Fattori Critici di Successo del branding del Nuovo Lusso (come Digitalizzazione, Creazione di Miti e Sostenibilità), ed è stato concluso che la Digitalizzazione è un fattore chiave che determina le strategie di branding moderne. Sulla base dei risultati dello studio, è stato sviluppato un progetto che serve da esempio di come, nelle circostanze attuali, sia possibile costruire un marchio di gioielleria di lusso concentrandosi su valori intangibili e senza fare affidamento sui grandi budget tipicamente associati ai marchi di lusso tradizionali.
Branding and communication for young luxury fashion brands
Shasherina, Aleksandra
2024/2025
Abstract
The research explores the concept of New Luxury and the brands that represent it. Through comparative analysis, the Critical Success Factors of New Luxury branding (such as Digitalization, Myth-making, and Sustainability) were examined, and it was concluded that Digitalization is a key factor determining modern branding strategies. Based on the results of the study, a project was developed that serves as an example of how, under current circumstances, it is possible to build a luxury jewelry brand by focusing on intangible values and without relying on the large budgets typically associated with traditional luxury brands.File | Dimensione | Formato | |
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2024_04_Shasherina.pdf
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Descrizione: The research explores the concept of New Luxury and the brands that represent it, defining the Critical Success Factors of New Luxury branding (Digitalization, Myth-making, and Sustainability).
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10.91 MB
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10.91 MB | Adobe PDF | Visualizza/Apri |
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https://hdl.handle.net/10589/235640