The future of luxury fashion brands through NFTs
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School of Business |
Master's thesis
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Authors
Date
2022
Department
Major/Subject
Mcode
Degree programme
Marketing
Language
en
Pages
69
Series
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.Description
Thesis advisor
Bhatnagar, KushagraKeywords
marketing, NFT, luxury marketing, fashion marketing, consumer research, consumption motives, digital marketing, metaverse