LUXURY BRANDS BETWEEN HERITAGE & INNOVATION: THE BVLGARI “AETERNA” HIGH JEWELRY COLLECTION QUESTIONNAIRE

Abstract

Luxury corporate heritage brands maintain their relevance only by successfully balancing constancy, change and continuity within the Innovative scenario. This tension represents a core paradox in corporate heritage brands also within the luxury sector, as luxury brands need to remain constant in their values, but relevant over time. Isn't the tradition, a competitive asset to be preserved for the company's future activities? Innovation represents a step following the realisation that brand DNA and heritage are values to be preserved and carried forward over time. Does the reinterpretation of tradition as in this specific case, within Bvlgari's ‘Aeterna’ collection, come at the expense of the brand's identity/authenticity or is it in fact a lever and a competitive factor? This project therefore aims to understand how luxury brands like Bvlgari faces the paradox between the continuity of its roots and change, how it approaches innovation while trying to maintain its DNA and its core values, remaining faithful to its tradition and heritage, yet keeping up with the times and modernity, through a consumer perception analysis of the Bvlgari’s Aeterna High Jewelry Collection.