How can luxury companies integrate augmented reality throughout the value chain?

  • Aurianne Maud Marie Magnin (Student)

Student thesis: Master's Thesis


Due to the non-predictable Covid-19 pandemic, the physical stores of luxury brands which were living a three-dimensional and unique dream to all their visitors, had to close their doors and settle for online sales to ensure their survival. However, information online is trappedon two-dimensional sites and screens. This gap between the natural and digital worlds prevents luxury brands from expressing their proper DNA of know-how and heritage. Augmented reality, a technology that overlays our natural environment with virtual 3D images, answers the issue of viewing products directly in the context customers will apply them; augmented reality increases the ability to visualize and purchase them accordingly. Many luxury brands are already applying augmented reality in entertainment, especiallyon social media, but this technology is being applied more consistently within organizations. Luxury companies are using it not only for product design, but for manufacturing, logistics, marketing, service, and sales, and they have seen significant improvements in quality and productivity. Augmented reality will also have a significant impact on the competitiveness of businesses. Therefore, luxury brands implement this tool into their value chain. This research provides readers with answers to the question: How can luxury companies integrate augmented reality throughout the value chain?
Date of Award28 Jun 2022
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorLaure Leglise (Supervisor)


  • Augmented reality
  • Luxury business
  • Value chain
  • Digitalization


  • Mestrado em Gestão e Administração de Empresas

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