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Title:
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Gen Z’s Regeneration of the Customer Journey
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Creator:
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Ferrao, Eva
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Subject:
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Thesis (M.F.A.) – Luxury and Brand Management
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Subject:
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Savannah College of Art and Design -- Department of Luxury and Brand Management
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Rights:
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Copyright is retained by the authors or artists of items in this collection, or their descendants, as stipulated by United States copyright law.
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Abstract:
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“Luxury is more than the sum of its products. It is a story told, a legacy lived, and an experience shared. However, its static customer journey is currently not being used to the best of its ability. By fully immersing consumers in a transcendent world, luxury brands can offer solace from the uncertainties of the everyday. This thesis aims to analyze how luxury fashion brands can build empathy and connection with the next generations of luxury consumers (Gen Z). This strategic forecast and research will be essential for luxury brands to implement to resonate with Generation Z and authentically align with their values amid a changing cultural landscape. It is up to the luxury fashion industry to go beyond the product on the shelf and offer transformative experiences and transcendent storytelling that allow consumers to connect and deepen their relationship with the brand and with each other.” –Abstract
Keywords: luxury, brand management, brand building, customer journey, empathy, social media.
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Publisher:
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Savannah, Georgia : Savannah College of Art and Design (SCADnow)
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Date:
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2024-05
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Format:
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1 online resource: 1 PDF (Thesis, 168 pages, color illustrations, graphs)
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