To what extent can luxury fashion brands embrace digital connection with consumers whilst maintaining their distinct and elevated brand identity?
SONAR|HES-SO
- Gebre Mariam, Debora
- Bouglass, Christina (Degree supervisor)
- Genève : Haute école de gestion de Genève
84 p.
Bachelor of Science HES-SO in International Business Management: Haute école de gestion de Genève, 2024
English
The luxury fashion industry is currently navigating a significant transition due to the rise of digital technologies and the evolving demands of Generation Z. This research aims to study the critical question of how luxury fashion brands can integrate digital strategies whilst maintaining their distinctive brand identities. The study focuses on understanding Gen Z's behaviours and expectations as well as the factors influencing their perception of luxury.
A survey composed of 25 questions was conducted and targeted to Gen Z consumers. For practical reasons, it was limited to European Gen Z only. Key findings highlight that Gen Z consumers value both the traditional attributes of luxury, such as craftsmanship and heritage, as well as more modern demands like ethical practices and innovative digital engagement. The study indicates that digital strategies that showcase a brand's commitment to sustainability and transparent sourcing are particularly influential.
The findings also show considerable preference for brands that use digital platforms to enhance customer experience and maintain a dialogue that feels personal and authentic.
The analysis of Chanel, Hermès, Jacquemus, and Chloé reveals varied success in aligning their digital presence with these new consumer expectations. Chanel and Hermès, for example, maintain a strong brand appeal by integrating their rich heritage into their digital storytelling, whereas Jacquemus and Chloé attract a younger audience through dynamic social media engagement and innovative campaign strategies.
In response to these demands, it is recommended that luxury fashion brands improve their digital interfaces and engagement while simultaneaously making a significant commitment to sustainability to resonate with and attract this young, prominent demographic. The ability of luxury brands to adapt their strategies to these recommendations while still being in line with their own brand identity is crucial for maintaining relevance and loyalty among Generation Z consumers.
A survey composed of 25 questions was conducted and targeted to Gen Z consumers. For practical reasons, it was limited to European Gen Z only. Key findings highlight that Gen Z consumers value both the traditional attributes of luxury, such as craftsmanship and heritage, as well as more modern demands like ethical practices and innovative digital engagement. The study indicates that digital strategies that showcase a brand's commitment to sustainability and transparent sourcing are particularly influential.
The findings also show considerable preference for brands that use digital platforms to enhance customer experience and maintain a dialogue that feels personal and authentic.
The analysis of Chanel, Hermès, Jacquemus, and Chloé reveals varied success in aligning their digital presence with these new consumer expectations. Chanel and Hermès, for example, maintain a strong brand appeal by integrating their rich heritage into their digital storytelling, whereas Jacquemus and Chloé attract a younger audience through dynamic social media engagement and innovative campaign strategies.
In response to these demands, it is recommended that luxury fashion brands improve their digital interfaces and engagement while simultaneaously making a significant commitment to sustainability to resonate with and attract this young, prominent demographic. The ability of luxury brands to adapt their strategies to these recommendations while still being in line with their own brand identity is crucial for maintaining relevance and loyalty among Generation Z consumers.
- Language
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- English
- Classification
- Economics
- Notes
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- Haute école de gestion Genève
- International Business Management
- hesso:hegge
- Persistent URL
- https://sonar.ch/global/documents/330834
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