Publicação
Metaverse in luxury e-commerce
| Resumo: | Luxury fashion consumption is changing. For decades, the industry favored premium in-person experiences. Recently, however, luxury brands and consumers have taken notice of online channels, and competition is fiercer than ever. The aim of this thesis is to analyze the industry and specify recommendations for the improvement of a business model employed by major e commerce platforms in luxury fashion, the multi-brand model. Literature, a consumer survey and company records comprise the primary sources of information used to analyze the model and support the elaboration of three major recommendations: integration of metaverse technology, improved customer experience and digital loyalty development. |
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| Autores principais: | Iturriaga, Santiago |
| Assunto: | E-Commerce Luxury fashion Multi-brand platform Business model |
| Ano: | 2023 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | Luxury fashion consumption is changing. For decades, the industry favored premium in-person experiences. Recently, however, luxury brands and consumers have taken notice of online channels, and competition is fiercer than ever. The aim of this thesis is to analyze the industry and specify recommendations for the improvement of a business model employed by major e commerce platforms in luxury fashion, the multi-brand model. Literature, a consumer survey and company records comprise the primary sources of information used to analyze the model and support the elaboration of three major recommendations: integration of metaverse technology, improved customer experience and digital loyalty development. |
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