Innovating loyalty

: exploring the complexities and dynamics of web3 in fashion loyalty programs

Abstract

This thesis investigated how leading fashion brands navigated the adoption of Web3 technologies in loyalty programs during the peak of the hype surrounding the topic (2020-2022). Through a qualitative approach, which combined 12 expert interviews and comparative case studies (Nike, Adidas, Hugo Boss, and Lacoste), it analyzed the strategic drivers of adoption, the role of timing, and the organizational conditions that influenced the success or stagnation of these initiatives. The findings revealed that brands like Nike and Adidas adopted Web3 mainly as a signal of innovation leadership and cultural relevance, rather than as a means of delivering functional value to the consumer. However, sustainable success was more strongly associated with organizational ambidexterity, cross-functional integration, and technological adaptability than with early market entry. The thesis proposes the innovative Strategic Hype Readiness Framework, which identifies six critical variables to transform symbolic adoption into sustainable innovation: (1) strategic clarity beyond short-term hype, (2) level of internal alignment, (3) cultural openness to experimentation (4) narrative clarity and consumer centricity, (5) internal capability development, and (6) learning and recalibration mechanisms.

Date of Award	2 Jul 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Peter Rajsingh (Supervisor) & Paola Bielli (Co-Supervisor)