Digitalization: how to create value for fashion luxury brands

Abstract

The aim of this thesis is to further understand the potential of digital world for luxury fashion brands, focusing on how to create value thanks to the integration of digital tool in the business to leverage marketing performances. The first two chapters lay out the theoretical framework. In the first chapter is explored the evolution and requirements of the luxury fashion industry, an historical overview and key players. The landscape of digitalization is examined in the second chapter, which also establishes the theoretical framework and chronicles its history. The following chapters take a more practical approach, moving from theory to application. The third chapter presents the methodology that was selected to examine the complex relationship between digitalization and the luxury paradigm. This methodology is based on qualitative data. The fourth chapter deftly lays out a multiple case study methodology for the principal new digital technology. These case studies provide insights into the concrete application of digital tools in the luxury fashion industry, highlighting the ways in which these technologies support value creation and marketing optimization.