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The future of luxury fashion brands through NFTs

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dc.contributor Aalto University en
dc.contributor Aalto-yliopisto fi
dc.contributor.advisor Bhatnagar, Kushagra
dc.contributor.author Kirjavainen, Emma
dc.date.accessioned 2022-05-02T05:49:12Z
dc.date.available 2022-05-02T05:49:12Z
dc.date.issued 2022
dc.identifier.uri https://aaltodoc.aalto.fi/handle/123456789/114089
dc.description.abstract The luxury fashion industry has faced multiple new challenges due to the current changes in consumer culture. The current COVID-19 pandemic accelerated the digitalization of the fashion industry even more and hit the luxury segment, which have historically been slow to embrace electronic and digital commerce, with force. There are numerous digital trends, that the 21st-century luxury brands must consider in order to not only survive, but also to succeed. One of these digital trends that has gained the attention amongst the fashion industry and already started to dominate other market environments is the rise of the metaverses and moreover the adoption of NFTs. Having multiple shared characteristics with the luxury fashion, NFTs have been proposed as the solution to win over the hearts of the growing consumer base of young high-net-worth individuals. This research aims to understand how the luxury fashion industry can benefit from NFTs and, moreover, what should be taken into consideration when implementing these digital assets into their current business model. Thus, study applies theoretical models from both NFT and luxury fashion industry and deals with concepts of luxury fashion consumption, changes in consumer behavior and needs as well as the metaverse, in order to provide both theoretical as well as managerial implications on luxury fashion NFTs. en
dc.format.extent 69
dc.format.mimetype application/pdf en
dc.language.iso en en
dc.title The future of luxury fashion brands through NFTs en
dc.type G2 Pro gradu, diplomityö fi
dc.contributor.school Kauppakorkeakoulu fi
dc.contributor.school School of Business en
dc.contributor.department Markkinoinnin laitos fi
dc.subject.keyword marketing en
dc.subject.keyword NFT en
dc.subject.keyword luxury marketing en
dc.subject.keyword fashion marketing en
dc.subject.keyword consumer research en
dc.subject.keyword consumption motives en
dc.subject.keyword digital marketing en
dc.subject.keyword metaverse en
dc.identifier.urn URN:NBN:fi:aalto-202205022974
dc.type.ontasot Master's thesis en
dc.type.ontasot Maisterin opinnäyte fi
dc.programme Marketing en
dc.location P1 I fi
local.aalto.electroniconly yes
local.aalto.openaccess yes

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