The ominchannel revolution: arising challenges for firms operating in the luxury industry

Ursino, Riccardo (A.A. 2020/2021) The ominchannel revolution: arising challenges for firms operating in the luxury industry. Tesi di Laurea in Creative industries and business model innovation, Luiss Guido Carli, relatore Luigi Nasta, pp. 92. [Master's Degree Thesis]

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Traditional luxury: a single channel approach. The determinants of the increasing diffusion of luxury. Anti-laws of luxury marketing. Reasons to buy. Marketing management in luxury. Customer experience. Luxury & retail. The advent of e-commerce: a multichannel approach. E-commerce: inception and diffusion. Luxury e-commerce: a threat or an opportunity? LUxury digital marketing. Pure internet players: introducing Farfetch and YNAP. E-commerce before and after Covid-19. The surge of the Chinese market: e-commerce and Gen Z customers drive the rise. Luxury new retail. Blockchain in luxury: a digital marker for quality. The new frontier of luxury: the adoption of an omnichannel approach. Omnichannel retail: an overview. The new customer journey: before, during and after purchase. Performance measurement and qualitative KPIs. The risk of cannibalization. Is omnichannel feasible with lexury? How to handle the transition towards omnichannel. Externalizing omnichannel practices. Developing an omnichannel strategy internally. A blended approach.


Bibliografia: pp. 76-78.

Thesis Type: Master's Degree Thesis
Institution: Luiss Guido Carli
Degree Program: Master's Degree Programs > Master's Degree Program in Management, English language (LM-77)
Chair: Creative industries and business model innovation
Thesis Supervisor: Nasta, Luigi
Thesis Co-Supervisor: Pirolo, Luca
Academic Year: 2020/2021
Session: Autumn
Deposited by: Alessandro Perfetti
Date Deposited: 12 May 2022 08:28
Last Modified: 12 May 2022 08:28


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