The future of luxury

: how small brands combine traditional craftsmanship with innovative technologies to create sustainable and unique products

Abstract

This study examines how small luxury brands combine traditional craftsmanship with innovative technologies to create sustainable and unique products. To answer the research question, I have adopted a qualitative approach and conducted a multiple case study of four Portuguese small luxury brands to gain insights into their strategies, practices, and challenges. The findings reveal that brands combine these elements by integrating digital software in the design process, implementing laser engraving for product branding, elevating handcrafting with laser cutting technology, and prioritizing sustainable material selection and vegan leather. Fostering the synergy of made-to-order production and digital platforms, employing artificial intelligence in marketing efforts, and protecting traditional craftsmanship with blockchain technology are additional strategies employed by these brands. The study also reveals challenges faced by small luxury brands, such as financial barriers hindering seamless integration of traditional craftsmanship with technological advancements, and complexities
associated with preserving savoir-faire while embracing innovation in craftsmanship.

Date of Award	27 Oct 2023
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Laure Leglise (Supervisor)