Abstract:
The thesis aims to analyze the trends and challenges that the luxury industry will address in the near future, with a specific emphasis on how the sector will adapt to cater to the evolving preferences and needs of the younger generations. As younger consumers become an influential demographic with their own distinct set of values and expectations, luxury brands must ensure they remain relevant and appealing to this target audience. In this regard, the study will delve into the impact of ecological and digital transactions on the brand identity of companies within the sector, with a particular focus on the case study of the renowned Roman maison, Bulgari.
