Business models of luxury brands. A case study.

Abstract

The present study analyzes trends and most recurrent strategies and business models in the luxury industry in an attempt to determine successful ones and failures, agreements and disagreements and whether future research or managerial implications take place. An initial investigation is carried out with the help of a coding software, Nvivo, and leads to the structured literature review performed in chapter one. The following topics have been identified and examined: concepts in luxury and differences with “premium”, the expansion of luxury brands favored by internazionalization and Internet, the role of art and sustainability strategies and business models. Chapter two further explores results found in the previous one. The first section, which analyzes trends of the luxury market, is followed by a second one, where an interview to a manager of a French luxury fashion company was conducted. The case study carried out permits a better comprehension on relevant factors, trends, strategies and business models of the luxury sector.