Abstract:
The goal of this elaborate is to explain and describe the processes of glorification of a brand or product in the digital era. The new technologies have radically changed the business and marketing strategies of the companies operating in the luxury sector, but as well they have created profound changes in the life of consumers. What has always characterized the luxury sector, especially in the fashion industry, is the ability to provide an experience, both physical and sensorial when the consumer interacts with the brand. If a few decades ago, the only touchpoints available were in the traditional “Brick and mortar” stores, now companies have a new variety of options to provide these experiences. Not only the web and social media, can be used to collect data of customers to provide a personalized experience, but also there a series of new technologies such as virtual reality, that could be used to for example can be used to increase the engagement of buyers and consequently the loyalty to the brand. To arrive at the glorification of brands and products nowadays the keyword is Omnichannel, meaning an integration of the online and the offline world. For the purpose of this thesis and to better understand this concept, I will analyse the strategies adopted by some famous fashion luxury brands, especially Moncler that has demonstrated how adopting new technologies does not imply cancelling the heritage of a brand.
