Marcas de luxo, a exclusividade da experiência offline num mundo digital

Abstract

This dissertation focused on the digitalization of luxury brands and the transposition and perception of the physical luxury experience to the digital environment in their consumers. With the emergence of digital resulting from the public health crisis, this has become a relevant topic for consumers who claim that there is no digital luxury experience. To this end, a focusgroup was conducted with consumers of luxury brands to share their experiences andknowledge. It was concluded that the key to change is in the adaptation and personalization of services. To strive for excellence and distinction, affirming luxury as luxury, something unique, exclusiveand personalized, an unforgettable experience. Digital and social networks are means that, when properly explored, prove to be advantageous for luxury brands. Creativity and innovation combined with the values that differentiate luxury, allow luxury brands to grow.

Date of Award	10 Jan 2023
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Carla Ganito (Supervisor)